On their website, Toyota lists the vehicles affected, steps to take if your vehicle has been recalled, and multiple videos. The videos include descriptions of the safety problems and how Toyota will fix it. The first video describes the pedal sticking issue. Also included is a video message from Toyota President, Jim Lentz (video 2 below). He offers his deepest apologies for the problems, guarantees that Toyota will fix the problems quickly, and asks customers for the opportunity to earn back their trust. To further reach out to customers, Toyota recently started airing a commercial described their commitment to fixing the recall issues and restoring customers’ faith in the company (video 3 below).
At the dealership, Toyota is again trying to ease customers’ minds. The company has given each dealership between $7,500 and $75,000 to de-stress customers. To do this, some dealerships have hired a manicurist to do nails while people wait for their cars. Other dealers are driving customers to the movies and paying for tickets while waiting for their car to be serviced.
I don't believe there is any set of steps that will completely erase this (or any) recall from the minds of consumers, but Toyota has stepped up to the plate, fully accepted responsibility, and has worked quickly to fix the problem, which I think will impress future car buyers.
Some analysts predict this recall will cost Toyota between $1.1 and $2.2 billion. As a consumer, have the commercials and apologies from the Toyota President regained your confidence in the company? Do you think Toyota can survive this +$1 billion hit? Do the “stress relievers” like manicures and movie tickets strengthen your perception of Toyota? As an agricultural entrepreneur, have you ever faced a safety issue where a recall was needed? How did you regain the trust of your customers?
