This past year Toyota has been in the news because they had to recall a bunch of their cars. Toyota owners were getting in their cars and driving but not being able to break since the breaks had been malfuntctioning. After this fiasco people stopped buying Toyotas because it had gained the reputation of an unsafe car.
Lately though many commercials have come out that screams Toyota wants to regain its reputation as a safe brand of cars. They are trying to reposition themselves in order to minimize postpurchase dissonance, which in this case is the uncertainty of whether the car will malfunction or not. In their most recent commercial they directly identied consumers’ main concern about safety by adding a new promotion. Now every Toyota comes with 24hr roadside assistance wherever they are in addition to giving the driver “peace of mind” while driving a Toyota. Furthermore, there is also a commercial about how Toyota is dedicated to their customers.
All in all, Toyota is trying to reestablish itself in the car industry by offering promotions and solidifying the fact that consumers come first. Im curious as to whether it will work.