With Toyota’s January recall due to acceleration problems, Toyota’s reputation of consistent quality of automobiles fell in the eyes of consumers. As the company dealt with the recall and its implications to try to re-establish their reputation, they ran into another issue which, combined with the last recall, may create a lasting negative effect on the company. Toyota is now establishing a recall on more of its products due to a poor braking system. 1.5 million vehicles have been recalled due to potentially slow brakes. A spokesperson for Toyota is calling the recall “a continuation of…commitments earlier this year to be more responsive and attentive to our customers,” recognizing that the two recalls within the same year can make a strong negative impact on the company’s reputation. The company is trying to counter the accusations that they have been slow to admit quality problems. Focus on public relations could help Toyota to maintain connections to their customers, and hopefully gain back their reputation of high quality and service. The issue is that, combined with the last recall and recent problems, this recall could be the “straw that breaks the camel’s back” when it comes to Toyota’s reputation.
http://www.washingtonpost.com/wp-dyn/content/article/2010/10/21/AR2010102100913.html