Random Talk on Toyota Troubles & Buffalo Auto Show 2010

A Buffalo News interview was published today with Northtown Toyota’s Craig Schreiber reporting that his dealership had received the necessary pedal-fix parts and was ready to start recall repairs. Schreiber further mentioned that the fix should take about half an hour. Remember what I said about NASCAR-style fast-lane fixes in my last blog? Hiring unemployed “blue-collar” workers, training them, and having them perform fixes? Hello? Toyota PR Machine—are you listening?

Anyway, what’s a small Buffalo Blogger got against the World’s Largest Automaker? Speaking of which, GM and Ford are all but sitting back and laughing at their competitor’s demise. Non-Toyota makes are touting special Toyota-Trade-In offers and other incentives to lure drivers into their showrooms. GM and Ford particularly seem to be milking this for all it’s worth. What an ironic shift: Three years ago myself and a team worked on a capstone project to develop a marketing plan for the Toyota Matrix. As I wrote the competitive analysis, I stated how patriotic Americans seemed to perceive Toyota as a bully, as the Japanese auto giant was poised to overtake GM's World's Biggest title. That’s a waypoint Toyota has now surpassed. But the shoe’s on the other foot; the Mighty Giant is stumbling, and the General is all but gloating over his enemy’s fall.

Of course, issues with the Prius’ braking system are now adding further problems to Toyota’s woes.  A recall remains in hot debate, although no official plans have been announced. The basic problem: Prius brakes don’t always engage immediately when the driver steps on the pedal and has led to at least two reported incidents.  Blame it on the Green Darling's electronic wizardry. Guess what? In the Camry Hybrid, the gas pedal doesn’t cause immediate throttle response from a complete stop; the driver waits a split second for the gasoline engine to restart. This could also mean life or death when pulling out into split-second traffic gaps. Maybe Toyota should just get out of the pedal business altogether…

At the local level, I believe dealerships have taken excellent PR approaches. West Herr bought a one-third page ad in today’s News that passes along their recall-specific website, hotline, and extended service hours at their two Toyota dealerships. Basil bought a full-page spread (A10) with a personal letter from Mike Basil addressing the dealership’s constituents. With localized communication efforts like this, plus a worldwide PR strategy, Toyota seems on its way to making a great case study in successful crisis communications for upcoming graduates of public communications programs.  The Buffalo News probably enjoys the advertising revenue, too.

I feel bad for workers at Northtown Toyota. The service department has announced a 24-7 repair schedule. I’m not an overnight kind of guy…just this past week I saved my employer a bundle in overnight premium payroll when I announced a large floor reset had been completed ahead of schedule. What can I say? I’d rather dream of shoes, not move them around at three in the morning.  Wish someone would save me a bundle, like on my car insurance...

Buffalo Auto Show starts this Wednesday. I didn’t plan to go this year, but after reading today’s Auto Section in the News, I was sold. Toyota had a large presence there last year, and I’m interested in what they’re going to be doing this year. There’s supposed to be a Cash-for-Clunkers exhibit and a few other nifty-sounding displays and prize opportunities. Plan on a report after I visit… (One final side note: the Auto Section today features what it calls a 2010 Toyota Supra. In fact, the car in the photo is a Nissan 370z. Had the News hired me as a copywriter for non-editorial content, such a snafu wouldn’t have appeared on my watch. But then again, not everyone can be a gear-head.)