Toyota...you disappoint me so

Who is giving Toyota Motor Company such horrible advice in dealing with this major public relations and revenue-reducing catastrophe?


After seeing Toyota's first major print ad this past Sunday acknowledging problems with some Toyota models, then wave 2 of the campaign on Monday -- an ad with a serious letter (of apology?) from the President of Toyota U.S.A., I thought they were WAY off base. A temporary pause? To put customers first? Please, that really demeans the intelligence of Toyota customers everywhere. The first rule of handling a crisis such as this is to accept responsibility and to sincerely apologize...not to be glib (as the first ad was).

Sunday, January 31 ad in major newspapers

Monday, February 1 ad

Americans are usually willing to accept coverups, hidden facts, and less-than-forthcoming executives, IF they are willing to own up to their mistakes. Now, since millions of us (including myself) drive Toyotas and, for the most part, probably bought them for the combination of quality, price, reliability, and features offered, we are left wondering if we should drive our cars and if we mis-judged the Toyota reputation.

Each day this week, we have learned something new....a new problem, a different model. From possible electronic concerns in some models to newly-admitted brake problems in the Prius and in some Lexus models.

According to the KelleyBlueBook.com, more than 20% of automobile shoppers who were considering Toyota when car shopping have now eliminated it from consideration.

In Toyota's favor, they have finally updated their corporate website with easy to find information and the latest on the recall. I also received an informative email from my dealership this week advising they would be contacting customers to fix the accelerator problem as soon as their technicians had received the proper training. I had previously received an email from Toyota advising what to do in case my accelerator stuck (thanks for the emergency training).

Toyota executives should be out there assuring customers:

• that they will do everything possible to find the underlying problems in all Toyota models,
• that they will quickly, and at no charge to customers, make all necessary safety repairs
• that they will make every effort to eliminate possible design flaws, communicate immediately to the public on possible safety concerns, and to implement the necessary procedures to insure this never happens again.

They blew it this time. Customers will likely give them a second chance but it's up to Toyota to win people back.

Would you still purchase a Toyota? Do you believe their crisis advertising/communication have been effective?

Is Toyota Asleep at the Wheel?

I can’t understand why I’m still seeing Toyota ads for Camrys and other recalled vehicles if the company has advised dealers to STOP selling the cars. As a result of the massive accelerator problem affecting Toyota’s biggest sellers, including some models of Camry, Corolla, Highlander, RAV4, Avalon, Tundra, Sequoia, and Matrix, the company is risking losing the confidence of car owners and car buyers.

On January 21, Toyota issued a safety recall for 2.3 million vehicles that could be affected by sticking accelerator pedals, which was in addition to the earlier (2009) recall of some Toyota and Lexus models for possible floor mat and accelerator “entrapment” problems which could cause accelerators to become stuck. This week, on January 26, Toyota actually suspended sales of all vehicles that could have accelerator-sticking problems. In addition to suspending sales, Toyota has stopped production of the affected vehicles.  The enormity of stopping sales and production (along with the potential loss of revenue) of this many models is unprecedented in the automobile industry.

I understand that media commitments are made WAY in advance; however, Toyota and its dealers around the country should have a disaster or emergency plan in place. They need to pull the spots. Continuing to run spots advertising cars that dealers can’t sell makes them look out of touch, insensitive, and slow to respond.

Toyota has not yet offered either dealers or car-owners a resolution for the problem – we’ll wait for a letter in the mail – but I am confident that this huge public relations catastrophe means that Toyota was not prepared to deal with the problem and probably hoped it would blow over.

As the owner of a 2007 Camry Hybrid, one of the affected vehicles, I am continuing to drive it, I’ve been pleased with my car, and I have confidence that Toyota will offer a solution to solve this accelerator safety problem. However, Toyota, please stop advertising. Your agency and local agencies need to get on the phone and pull the spots. Yes, it will mean a loss of money, but it’s better than promoting cars you can’t sell.

When I worked in radio, we all knew that if or when there was an airline crash, that any scheduled advertising for airlines would be immediately pulled from the schedule. Toyota may not have this kind of policy in place but they need to get some sort of emergency media plan now. Change the existing ads to apology ads or a letter to loyal Toyota customers. Apologizing and taking responsibility for your failures goes a long way to creating good will.

Toyota, wake up and smell the mess of miso soup. You’re paying big bucks for advertising and it’s currently being wasted.