Re: Ellie Cooper Toyota’s Safety Standards Posted on October 2, 2014 by kiannab In response to the Toyota Tacoma recall, I think the multiple safety hazards that Toyota has been identified with is slowly degrading their image. As Ellie stated, safety is of high importance when buying a vehicle, so the more news stories that show Toyota isn’t safe will decrease consumers demand for Toyota vehicles. In addition, Toyota customer service was not helpful when people came in with complaints about their vehicle. Relating to value propositions, Toyota should focus on promoting other aspects of the Tacoma vehicle, because their safety image has already been damaged multiple times. Currently Volvo is perceived by the market to have the number one vehicle in safety, so there is no benefit for Toyota trying to compete for that category. Choosing a different ladder is the best option for Toyota to regain lost customers. In addition, if Toyota could control a new ladder they would gain more customers who are focused on innovation rather than the negative qualities of Toyota.
