TOYOTA RECALL CRISIS 2009 Eliza Phillians Public Relations

TOYOTA RECALL CRISIS 2009 Eliza Phillians Public Relations 425 Professor Jaron Terry May 22, 2016

HIGHLIGHTS Accident from August 28, 2009. NHTSA reports many claims dealing with Toyota’s Lexus model cars. Toyota had many recalls over the course of a couple months. Recalls to fix the same problem

HIGHLIGHTS Began August 28, 2009 continued well through 2010. Toyota apologizes many times. Sends letters that are unclear Finally, Toyota stops selling cars that have been recalled.

TOYOTA BRAND “The Toyota Way” Popular in many countries Work hard to cater to clients needs. Harder to maintain Brand

RESPONSE Apologetic initial response Directed towards those affected Honest Stated plan of action

SENDING LETTERS Vague Caused more of the public to be upset Lead to many more apologies Made the company stand out during a crisis situation.

SOCIAL MEDIA COVERAGE Social Media Covered the Stories traveled fast. Created a Online Newsroom Turned out to be beneficial

PINPOINTING THE PROBLEM Unable to pinpoint the problem Lost loyalty and trust from customers Were not honest Couldn’t resolve problem Took to long to take appropriate action

CUSTOMER SATISFACTION A survey was done examine customers responses after the crisis. Toyota has a high population of “Brand Loyalty” individuals. Most of the sample population felt Issues were not addressed properly. Many other companies experience recalls often.

REFERENCES Chris, P. , & Roger W. Guyette, J. (2010). Toyota Recall Crisis: Public Attitudes on Leadership and Ethics. Organization Development Journal, 28(2), 89 -97. Rajasekera, J. (2013). CHALLENGES TO TOYOTA CAUSED BY RECALL PROBLEMS, SOCIAL NETWORKS AND DIGITISATION. Asian Academy Of Management Journal, 18(1), 1 -17. Taneja, S. , Pryor, M. G. , & Sewell, S. M. (2012). TOYOTA RECALLS: A STRATEGIC LEADERSHIP PERSPECTIVE. International Journal Of Business & Public Administration, 9(2), 125 -140. The Toyota Recall Crisis - A chronology of the Toyota pedal, floormat recall - Motor Trend. (2010). Retrieved May 21, 2016, from http: //www. motortrend. com/news/toyota-recall-crisis