Andrew Watson

Toyota Global Car Recall

Posted on 09. Feb, 2010 by Andrew Watson in Brand Building

Unless you have been away for the last 3 month, you will not have failed to hear the endless stories of problems plaguing a various Toyota car models. Following today’s announcement of further recall’s of 436,000 hybrid vehicles worldwide, I have heard commentators questioning how Toyota will recover.

Their is little question in my mind that Toyota will recover. They are a big brand, who have put in years of effort in extolling the virtues of owning a Toyota. That is how they became the biggest car manufacturer in the world. Sure they will have to take the heat over the next 18 months or so, but they will need to tackle the recall two fold with legendary Japanese efficiency, both in correcting the engineering faults and in talking to consumers and rebuilding the brand.

One of the main qualms with Toyota seems to be the speed in which they have communicated their findings and decisions. In this day and age that is inevitable. News and social networks spread messages quicker and faster than ever before. If the only new being spread is bad news, greater potential damage can be made to a brand.

Toyota should use this moment to grasp the vast array of digital channels and networks available, and build dialogue and communicate with consumers, to alleviate confusion and explain the problem and correction work. With powerful and clear consumer communication, Toyota could come out a stronger and more trusted brand.