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Essay / Research Paper Abstract
This 3 page paper discusses the Toyota recall of 2.3 million vehicles in January, 2010. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: KV32_HVbadtoy.rtf
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Unformatted sample text from the term paper:
characteristics were considered; what communication channels were appropriate; and some considerations to keep in mind considering Toyotas diverse customer base. Finally, it considers how to make certain this message and
similar messages are effective in the future. Discussion First, how was it presented? Apparently it went out as a press release; at least, there is a copy of a press
release announcing the recall posted on the Toyota website. It says in part, "Toyota Motor Sales (TMS), U.S.A., Inc, today announced it would recall approximately 2.3 million vehicles to correct
sticking accelerator pedals on specific Toyota Division models" (Toyota Motor Sales, 2010). Another press release discussing the repair of the problem mentioned a conference call with the media, so its
logical to assume that the press release plus a similar call were the methods used to first announce the problem. The press release accomplished what it needed to: it
told consumers there was a problem; it told them Toyota was taking responsibility for it; and it told them that they would be informed as soon as there was a
solution available. It also told drivers what to do if they experienced a sticking brake pedal while they were driving. The press release said that the company was instituting a
voluntary recall that was consistent with "our commitment to the safety of our cars and our customers" (Toyota Motor Sales, 2010). In addition to these efforts, on February 1 2010,
Jim Letnz, President and Chief Operating Officer of Toyota made a video and talked directly to consumers, apologizing to them for the problem and the inconvenience (Lentz, 2010). He reiterated
Toyotas commitment to them and to building fine cars, then explained that the repairs would start in a few days, often in dealerships that were going to stay open late
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