TOYOTA’s Recall Crisis.pptVIP

TOYOTA’s Recall Crisis M1012096 2011.1 Contents TOYOTA’s Nightmare What did TOYOTA do Voice Around Learning From TOYOTA WHO We are Q A Nightmarish Memories August 28, 2009: Off-duty California Highway Patrol officer Mark Saylor is traveling on Highway 125 in Santee, California (northeast of San Diego), with three family members, when the 2009 Lexus ES350 he is driving suddenly accelerates out of control, hits another car, tumbles down an embankment and catches fire. While the car is careening down the highway at speeds estimated to exceed 100 mph, one of the occupants calls 911 and reports that the car has no brakes. All four were killed in the ensuing crash. Market Response 2009 2010.3 2011 TIME TOYOTA MKT TOYOTA’s MKT Performance During the Crisis What TOYOTA do? 1/2 Blank…… Until---- Sep 14, 2009: Toyota indicated that the Lexus damaged may have had the wrong floor mats installed, interfering with the gas pedal. Sep 29, 2009: Toyota announces it is recalling the floor mats on 4.2 million Toyota and Lexus vehicles. Oct 2, 2009: Newly installed Toyota CEO Akio Toyoda publically apologizes. Oct 18, 2009: The Los Angeles Times publishes the first of several stories concerning claims of unintended acceleration in Toyota vehicles. Oct 30, 2009: Toyota begins sending letters to owners notifying the recall, but said “no defect exists”. Nov 4, 2009: Toyota issues another press release denying media reports a problem exists with its drive-by-wire electronic throttle system. Nov 8, 2009: The Los Angeles Times claims Toyota had ignored over 1,200 complaints of unintended acceleration over the past eight years . Nov 25, 2009: Toyota dealers are instructed to remove the gas pedal and shorten it so it cannot interfere with the floor mats. Nov 29, 2009: A new Los Angeles Times story claims a number of Toyota drivers say their vehicles had still accelerated out of control with the floor mats removed. Dec 5, 2009: Toyota writes to Los Angeles Times to defends NHTSA and