Although Japan’s Toyota recall events occurred not in 2010, but it intensified in the past year. California has experienced the largest outbreak of automotive history after the recall. Toyota has suffered a series of storm.

At December 13 , Toyota submitted applications for the North American market to recall of 2011 models Siennas MPV cars for a mount of 110,000. Thus, in 2010, Toyota has recalled the Japanese transport ministry for 17 times, involving markets cover North America, Japan, China, Australia, Europe and other major automobile market. Its characteristics can be summarized briefly as follows: high frequency, wide range of large-scale and multi-modeled. As the world’s largest car maker, Toyota was used to be Japanese largest enterprises, experienced the spate of recalls storm and such an unprecedented crisis. Subsequently, they were forced to recall their products including more than 40 million vehicles again because Honda airbag hidden hazards and brake pedal.

This series of serious quality problems brought adverse impact to Japanese industry. Many other Japanese top brands have lost the glory:”Made in Japan”. Japanese enterprises showed up their arrogance and complacency, they always think of themselves as the best in the world.Moreover, through progress of the crisis, Toyota’s public relations capacity should also be queried.