One week it’s out-of-control Camrys, this next it’s unstoppable Priuses. Seems the hits for Toyota just keep on coming. And yet developing evidence indicates that maybe, just maybe, Tuesday’s incident involving a speeding Prius, California Highway Patrol, and a happy ending could be a scam.
The day before California Prius-gone-wild, a suburban New York City driver also experienced a hightailing hybrid. Her 2005 model sped down a driveway and impaled itself on a stone wall. See a picture/story here.
Toyota’s engine computers are equipped with data-logging software that is equated to the “black boxes” found on aircraft. Data extracted from these computers can provide clues to conditions prior to a crash such as, were the brake and accelerator pedals being depressed at the moment of impact? How fast was the vehicle traveling? The problem is that Toyota has kept the decoding process of these data proprietary. Now they’re being called into account, and the Japanese-based company is sending appropriate decoding laptops and software stateside.
As investigations continue, and pressure builds on Toyota, it’ll be interesting to see what black-box data reveal. But I have my own speculation. Maybe I’m way out in left field. Maybe I’m thinking like a conspiracy theorist. But where are those Toyota engine-control modules built? Where is the software scripted? Even an American-built Toyota (and many are) has parts sourced from all around the globe. And with close proximity to China, who knows who’s working in Toyota’s engineering department? Maybe it’s even an inside job.
From tainted food to lead-poisoned toys to “investing” in our government’s debt to buying up an AM-General icon (Hummer), don’t think the Chinese aren’t sitting on their haunches and laughing at we foolish Americans. They produce many of our consumer goods, and to put it in simple terms, I think they’re out to get us. If these computer systems are so proprietary to Toyota, who knows what kind of wireless devices, ill-timed software bugs, and other such nuances are programmed into them. What better way to target Americans than to screw with several of the best-selling automobile models?
The timing on some of these Toyota incidents leaves me scratching my head. It’s just too coincidental: Toyota releases information that they’ve found a link in the problem chain and have begun steps to solve it. Then another batch of Toyotas goes awry.
Generally I give the benefit of the doubt. I’m not much of one for conspiracy theories. I don’t think every hotel room is bugged by the government. I don’t think those highway over-head signs that report up-to-the-minute traffic data are really speed cameras in disguise. But I do wonder why this is all happening at once for the once-darling of the auto industry.
Will there be frauds and scams by artists seeking to milk Toyota recalls for all they’re worth? No doubt. Perhaps the next theory is that this is tampering by GM, as the General fights his way back to the top of worldwide automakers. (GM is actually quite popular in China where I’ve read Buicks are to the Chinese what a Mercedes is to Americans.) Whatever pans out, I plan to keep following the Toyota debacle closely.
Showing posts with label Toyota recall. Show all posts
Showing posts with label Toyota recall. Show all posts
Friday, March 12, 2010
Sunday, February 7, 2010
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.)
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.)
Tuesday, February 2, 2010
Pedaling Good PR
Right about now I’d hate to be a Toyota service technician. A press release from the company states extended service department hours for recalled vehicles, up to 24 hours at some locations. Even if not every shop is running ‘round the clock, overtime is all but to be expected. On second thought, perhaps this could be a boon to the economy and laborers.
Toyota has taken some good first steps in managing this PR crisis. They’ve purchased full-page newspaper spreads to communicate the facts to concerned customers. Toyota has a webpage dedicated to providing the very latest updates on the recall and its remedies.
I think the automaker will recover from this blow to its image, but I can’t help but mention a few additional PR moves that perhaps would keep moving Toyota forward in this time:
• What about “NASCAR”-style fixes? Toyota states it has a steel reinforcement part that fixes sticky throttle assemblies. Imagine a drive-up assembly line repair clinic. Camry owners pull up, pop the hood, and a Toyota tech makes the swap on the spot, just like NASCAR pit crews do. I don’t know if this is feasible in terms of how long the repair takes to complete and what quality testing needs to be performed afterward. However, an idea like this could save a lot of stress and frustration that drivers will surely feel trying to schedule their repair appointments. Ditto for the stress experienced by service advisors and techs alike.
Besides being a quick, easy fix that people could perform drive-thru style on their way to work, it would be innovative and liable to garner some positive press/publicity.
• Perhaps Toyota can hire, at least on a temporary basis, some displaced mechanics and those with industrial skills. Assuming learning how to do this repair isn't too challenging, this would be a great way to fix the recall and help fix the economy.
• Finally, I think Toyota owners affected by the recall deserve to be compensated for their time and frustration. A voucher for a free oil change, a free detailing (spread the extra labor to other departments at the dealership!), or similar could go a long way to reestablish some goodwill.
Toyota’s doing a good job thus far trying to keep the press and the people on the same page with a regular flow of information. They’ve taken drastic measures to nip this problem before it goes any further, and they’ve developed a fix in a short amount of time. Now the World’s Largest Automaker needs to see how it can go above and beyond to spread some goodwill, gain some positive PR, and restore its image. Like I said before, in every crisis lies opportunity.
Additional Toyota recall information
Toyota has taken some good first steps in managing this PR crisis. They’ve purchased full-page newspaper spreads to communicate the facts to concerned customers. Toyota has a webpage dedicated to providing the very latest updates on the recall and its remedies.
I think the automaker will recover from this blow to its image, but I can’t help but mention a few additional PR moves that perhaps would keep moving Toyota forward in this time:
• What about “NASCAR”-style fixes? Toyota states it has a steel reinforcement part that fixes sticky throttle assemblies. Imagine a drive-up assembly line repair clinic. Camry owners pull up, pop the hood, and a Toyota tech makes the swap on the spot, just like NASCAR pit crews do. I don’t know if this is feasible in terms of how long the repair takes to complete and what quality testing needs to be performed afterward. However, an idea like this could save a lot of stress and frustration that drivers will surely feel trying to schedule their repair appointments. Ditto for the stress experienced by service advisors and techs alike.
Besides being a quick, easy fix that people could perform drive-thru style on their way to work, it would be innovative and liable to garner some positive press/publicity.
• Perhaps Toyota can hire, at least on a temporary basis, some displaced mechanics and those with industrial skills. Assuming learning how to do this repair isn't too challenging, this would be a great way to fix the recall and help fix the economy.
• Finally, I think Toyota owners affected by the recall deserve to be compensated for their time and frustration. A voucher for a free oil change, a free detailing (spread the extra labor to other departments at the dealership!), or similar could go a long way to reestablish some goodwill.
Toyota’s doing a good job thus far trying to keep the press and the people on the same page with a regular flow of information. They’ve taken drastic measures to nip this problem before it goes any further, and they’ve developed a fix in a short amount of time. Now the World’s Largest Automaker needs to see how it can go above and beyond to spread some goodwill, gain some positive PR, and restore its image. Like I said before, in every crisis lies opportunity.
Additional Toyota recall information
Sunday, January 31, 2010
Toyota May Face a Public Relations Obstacle or Opportunity
When I was in college studying public relations and communications, dealing with the flow of messages in times of crisis was often a topic of discussion and case studies. At the time of my graduation, getting the finger from a bowl of Wendy’s chili was about the most recent case study being trumpeted. Tylenol’s unprecedented 1980s tampering recall and Pepsi’s video feeds that countered accusations of syringe-laced cola were overblown examples of successful crisis communications.
In Communications Campaigns, the “capstone” course to my major, as a final project I worked with a group developing a marketing and PR plan for the launch of the Toyota Matrix. We worked from an American Advertising Federation case study. In the competitive analysis that I researched and wrote, I mentioned a PR battle Toyota was facing as it was poised to take over GM as the world’s largest automaker: Many people, especially patriotic Americans, saw Toyota as a foreign bully to the ailing General.
And now the tire has shifted to the other wheel. Toyota’s sticky gas pedals have the company freezing sales and halting manufacturing of eight of its top-selling models. While definitely a blow to the company’s bottom line, this has the potential to be a PR crisis. But out of crises are born opportunities. So far Toyota has taken a proactive approach. Dealerships, while definitely suffering along with the parent company, are complying with suspended sales. Rental fleets are bound to face shortages as most rental companies have pulled offending Toyotas off the road for now. As I departed Charlotte Airport on January 28, I noticed corralled Corollas and marshaled Matrixes, all parked along the fringes of Rental Car Road.
GM claims that its dealers are seeing a resurgent interest in its brands as Toyotas are either unavailable or undesirable.
Will the darling of the auto industry be able to bounce back? I think they’ve begun a good approach to an unfortunate situation. How fast they can get loyal customers’ cars back on the road with safe accelerators, and how many more incidents surface with stuck throttles will be determining factors in retaining brand loyalty. If Toyota can make history by offering record-fast repairs, and suitable compensation, this could all turn into a bundle of good PR for them. Out of crises come opportunities. I’ll be interested to see what develops from Toyota’s present misfortune.
See USA Today coverage of unfolding Toyota events
A Quick Aside…
Visiting Charlotte this past week, I rented a Toyota Yaris. Wednesday as I watched the morning news in my hotel, I was glad to see Yaris wasn’t among the recalled Toyota models. With about 100 horsepower and similar lb/feet numbers, I doubt a stuck throttle would’ve made the Yaris go so fast as to be a danger on the roadways anyhow.
While reliable, functional, and excellent on gas, one has to wonder how Toyota has such a solid reputation building crap like this. The Yaris has cheap plastic fixtures, exposed hardware, and a power plant that lets you know it’s only running on four cylinders. Why is the speedometer in the middle of the dash?! I constantly looked above the steering wheel only to wonder where the speedo went. Headroom for me at well over six feet was plentiful and the view was largely unobstructed. I suppose for what it is, the Yaris is a good choice: Economical, reliable, and a heck of lot less trendy (and costly) than a Smart Fortwo or a Prius.
The Yaris I drove around Charlotte parked at the Tyvola Lynx Park & Ride.
In Communications Campaigns, the “capstone” course to my major, as a final project I worked with a group developing a marketing and PR plan for the launch of the Toyota Matrix. We worked from an American Advertising Federation case study. In the competitive analysis that I researched and wrote, I mentioned a PR battle Toyota was facing as it was poised to take over GM as the world’s largest automaker: Many people, especially patriotic Americans, saw Toyota as a foreign bully to the ailing General.
And now the tire has shifted to the other wheel. Toyota’s sticky gas pedals have the company freezing sales and halting manufacturing of eight of its top-selling models. While definitely a blow to the company’s bottom line, this has the potential to be a PR crisis. But out of crises are born opportunities. So far Toyota has taken a proactive approach. Dealerships, while definitely suffering along with the parent company, are complying with suspended sales. Rental fleets are bound to face shortages as most rental companies have pulled offending Toyotas off the road for now. As I departed Charlotte Airport on January 28, I noticed corralled Corollas and marshaled Matrixes, all parked along the fringes of Rental Car Road.
GM claims that its dealers are seeing a resurgent interest in its brands as Toyotas are either unavailable or undesirable.
Will the darling of the auto industry be able to bounce back? I think they’ve begun a good approach to an unfortunate situation. How fast they can get loyal customers’ cars back on the road with safe accelerators, and how many more incidents surface with stuck throttles will be determining factors in retaining brand loyalty. If Toyota can make history by offering record-fast repairs, and suitable compensation, this could all turn into a bundle of good PR for them. Out of crises come opportunities. I’ll be interested to see what develops from Toyota’s present misfortune.
See USA Today coverage of unfolding Toyota events
A Quick Aside…
Visiting Charlotte this past week, I rented a Toyota Yaris. Wednesday as I watched the morning news in my hotel, I was glad to see Yaris wasn’t among the recalled Toyota models. With about 100 horsepower and similar lb/feet numbers, I doubt a stuck throttle would’ve made the Yaris go so fast as to be a danger on the roadways anyhow.
While reliable, functional, and excellent on gas, one has to wonder how Toyota has such a solid reputation building crap like this. The Yaris has cheap plastic fixtures, exposed hardware, and a power plant that lets you know it’s only running on four cylinders. Why is the speedometer in the middle of the dash?! I constantly looked above the steering wheel only to wonder where the speedo went. Headroom for me at well over six feet was plentiful and the view was largely unobstructed. I suppose for what it is, the Yaris is a good choice: Economical, reliable, and a heck of lot less trendy (and costly) than a Smart Fortwo or a Prius.
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