Jan 27 2011
TOYOTA recalls again
Toyota is recalling nearly 1.7 million cars, the bulk of them in Japan, for various defects that may cause fuel leakage. This time though products are mostly in Japan, still they also include the IS and GS Lexus luxury models in North America, where the world’s No. 1 auto maker faces the biggest obstacles to winning back customer trust.
This is not a good news for TOYOTA at the beginning of the new year which also greatly spotted the reputation of the Japanese cars “AGAIN”.
This news reminds me of the consumer behavior issue we have learnt from the marketing class which is the attitude of consumers. One characteristic of the attitude is that it is hard to change once it is established, yet it can be changed in one night if there is safety or healthy issues.
Well, Alberta Steak is a very good example, people wont buy anything due to the rumor regarding the mad cow disease. However, what we need to highlighted here is that how the Alberta Streak fight back the predicament. The company didn’t jut let it go, they tried every approaches to clarify themselves as the most safe beef in the world. Fortunately, their effort paid off after all.
Also, TOYOTA tried to redeem the situation last year. After its Prius having the break issues, TOYOTA recalled over 5 million cars, though it greatly damaged the confidence of the customers, but I think it was the right to step to rebuild its reputation. After a short time, It was easy to see its advertisements and publications on TV, radio and newspapers. TOYOTA retrieved itself by the press, and slowly people began to trust it back. Regardless the product, a good company should do something positively against the difficulties.
Still, TOYOTA this year has a long-tough way to go, but It can make it.