Toyota Rebrands

Toyota Recall

Everyone’s aware of the Toyota Recall incident, thanks to extensive media coverage, and even a CEO interrogation by the Congress (very rare for foreign CEO’s). Many things went wrong, from the delay in response to the crisis, to the week-long disappearance of Toyoda, the CEO of Toyota Corp. After all that, the company is embarking on a long journey towards rebuilding what made Toyota, Toyota; safety, durability and superior value.

In my opinion, they’re still being very, very quiet. People may wonder why they’re not doing more to advertise and appeal to consumers to bring back confidence, but I think they’re doing the right thing in being quiet, and staying low. What they need right now is a couple years for the public to forget the incident and understand that the company has made changes to improve safety. Besides, an article by the Harvard Business Review shows that Toyota has enough brand insulation, to top up consumer surveys as an overall superior brand.