Crisis Management Issues Of Toyota

One of the biggest recalls in the recent history of Toyota was the North America, China and Europe that was experienced in January 2010. This recall was associated with the sticking and slow-to-return accelerator pedals. Later on in February 2010, Toyota announced yet another recall that was global and related to the anti braking system software program in some major brands like Prius.

In 2009 Toyota encountered a public backlash after the discovery of a potentially catastrophic engineering defect among its brand of automobiles including its best-selling Corolla and Camry models. This led to a massive and global recall of approximately 10 million units a year later. The engineering defect caused the models to accelerate out of control and put their drivers and other

Toyota grew at a record speed and could not keep up with the speed in which it was growing. They are a centralized company and Japan only made the decisions. This prevented the company to keep up with the safety problems. The process that Toyota external suppliers follow when improving product and making sure the product is functioning properly before shipping to Toyota needs to be improved before they release the product from their warehouse to be sent to Toyota. This problem began when the company started to rapidly grow. Toyota’s lack of communication led to the faulty gas pedal recall.

One of the main errors leading to this situation was the fact that ChassisCo didn’t follow on the Toyota principle of giving the bad news up front. Toyota stated with every supplier that they expected a swift alert in case any risks were to arise, in order to tackle root causes and diminish the problems right away. On the same line, Toyota knew that the manufacturing process for the

The U.S. government asked automakers to speed up in fixing 42 million vehicles that were recalled due to a potentially defective Takata airbag inflators. The National Highway Traffic Safety Administration (NHTSA) released an order to automakers to set a deadline for replacements.

During a crisis here at Totoya automotive manufacturer, our goal will be to communicate facts as quickly as possible. We will form a Crisis Response Team at our Regional location, and at all of our manufacturing and sale sites. We will strive to update information as circumstances change, to ensure the safety of the community and the continued operations of automotive manufacturing. We will be mindful of how we communicate in a crisis. Our approach will affect the global reputation of our company operations and vehicles. We realize that in a crisis, people will presume us to have more information than we may actually have. At Toyota,

As if this weren’t enough, quality problems mounted week after week. Only months later in February 2010, the NHTSA revealed that it had received claims citing another life threatening defect in the break system for the Toyota Prius. More than 400 thousand Prius recalls resulted. In April of 2010, customers reported handling issues in the Lexus brand which resulted in another recall of 9,400 Lexus cars and a “Don’t Buy: Safety Risk” rating from Consumer Reports. Also in April, the company voluntarily recalled Siennas to address a problem with corrosion on a spare tire cable. Later that month, Toyota voluntarily recalled 2003 Sequoia SUVs to improve the stability controls. 2010 Tacomas were also recalled for defective front drive shafts. Once the quality icon, Toyota had hit a really low point; so low that credit

Of high concern to both our team and consumers looking to purchase a new vehicle is the issue with vehicle recalls. As cited from the National Highway and Traffic Safety Administration (NHTSA) , vehicle recalls have trended upward over the past several years to 51 million vehicles being affected in 2015, 64 million in 2014, 22.1 million in 2013, and 16.5 million in 201226. Within Toyota’s competitors, Toyota is the fourth-largest number of recalls number of vehicles in 2014, totaling just 5.9 million vehicles . For a perspective, General Motors recalled 28.83 million vehicles over the same span, Honda recalled 9.04 million, and Ford recalled 4.78 million vehicles. Though Toyota has had a history with large recalls, more recently they seem to

This paper describes various aspects of the Toyota recall issue. It enables to determine the Toyato recall issues, purpose and structure of it. The Toyota recall issue has prompted high criticism in national forums, automotive trade publications and media circles. Three separate recall issue by the Toyota occurred end of 2009 to start of the 2010. First, recall issue was to correct a possible incursion of an incorrect drivers side floor mat into the foot pedal. Second recall issue start after some crashes were presented by floor mat incursion. Last recall issues was a separate recall for hybrid anti-lock brake software. Toyota declared recalls of around 5.2 million vehicles for the floor mat problem and 2.3 million vehicles for

Toyota has been regarded as one of the best car manufacturers in the world. This was until the year 2009. On August 28, 2009 a 911 call was made by a man driving a Lexus ES 350 saying, “his accelerator [was] stuck.” Sadly, the call ended with a crash and four people were killed (Toyota Recall, 2010). Eventually, this crash would force Toyota to recall millions of cars for sticking accelerator pedals.

Due to Toyota’s financial greed and unethical practice, vehicles were wrongly equipped with faulty brakes, sticking pedals and poor quality door looks, which caused death of many Toyota customers and hundreds of dollars in damages. When a company like Toyota acts in an ethically questionable manner, it causes the company to lose customers and develop a negative reputation. Customer tend to lose faith in the company and have to look for better service

The purpose of this report is to examine if the reasoning behind well-known car manufacturer, Toyota’s loss of revenue and leading market position is alone as a result of extensive product recalls following a fatal crash of a Lexus ES 350 on August 28th 2009. The journal article, “Toyota Crisis: Management Issue?” (Yuanyuan Feng 2010) provides an outline of the key factors that triggered the 2009 Toyota crisis, and explores whether the fall in the company’s returns by 19% were caused purely as a result of the recall and safety concerns, or something much deeper.

It has conducted a numerous number of vehicle recalls over the last few years, which affected its brand image and its financial performance. For instance, during 2009 and 2010, more than 9 million Toyota and Lexus vehicles were recalled due to the wrong floor mats installed that were interfering with the gas pedal, and the firm suspended production and sales. In 2011, 111,000 vehicles from Toyota and Lexus were again recalled due to the damage to the element of the substrate shutdown of hybrid system. And later in the year, Toyota announced to recall 181,000 vehicles due to the non ordinary noise and oil leakage, which have resulted from the bolts that were loosely attached. (MacKenzie, 2015) Beside these recalls, there have been lawsuits for vehicle failure. Toyota has a lower return on equity (13.9%) and return on asset (4.9%) than other auto companies such as Honda and Nissan. If you compare Toyota and Honda, you can tell that asset turnover ratio for Nissan is 81%, while Toyota only has 60%. (Basu, 2015) This shows that Honda is using its asset more efficiently to make profits. Lower return on equity and asset shows that Toyota is not generating much returns for its shareholders compared to other companies and inefficient use of shareholders’

In 2009 Toyota Motors (TM) posted a net loss of $4.6 billion ("Market watch," 2014). From 2009 to 2011 Toyota encountered a number of factors contributing to their economic downturn. It began with recalling millions of vehicles, for quality related problems, followed by natural disasters hitting northeastern Japan. These disasters wiped out Toyota’s production capabilities (Tabuchi & Vlasic, 2014). While these events were occurring, the cloud of the 2008 global financial crisis was still being felt. This crisis weakened demand in the automotive industry. This weakened demand increased the competitive landscape for all automotive manufactures. This drove down automotive prices and effectively contribution margins (i.e. sold less

Toyota is a key player in global automotive market. Its structure constitutes if various production plants in different locations and a very strong branding which helps it capture a major market share. Like other enterprises, Toyota has several strengths and weakness which makes it what it is now. Toyota heavily invests in Research and development which helps it come up reputable product line which is spread out throughout the world because of its strengthening global distribution network however its recent product recalling, loose grip in key geographic areas and wrong allocation of resources shows that even a strong brand like Toyota has its weaknesses.