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Toyota Motor Corporation Case Analysis Essay

Decent Essays
Toyota Motor Corporation is a Japanese automotive manufacturer, founded in 1937 as an extension of Toyoda Automatic Loom Works. A competitor in the motor vehicle industry. Noted in February 2016, as the 13th-largest company in the world by revenue. The largest automobile manufacture in 2012 (by production) which was ahead of General Motors (GM) and Volkswagen (Wikipedia, 2016). According to OICA 2012, Toyota is the world’s 1st automobile manufacturer to produce over 10 million vehicles per year. Worth 397 billion yen (equivalent to 3.27 billion US dollars, employing over 344k and has global sales of 9.147 million vehicles per year (Toyota Company Profile, 2015). Throughout the years that Toyota Motor Corporation has been in operation, it has prided itself on a well-established brand that is known for manufacturing high quality vehicles that leads in reliability, functionality and resilience. However, towards the end of 2009, beginning of 2010, Toyota would encounter a series of tragic events that would eventually force them into recalling over 8 million vehicles. The recall was the result of what was identified as “sudden, unintended acceleration” in a number of Toyota’s top selling models. The issue quickly escalated, catching international attention in the month of August of 2009. A horrific 911 call, from a passenger who had identified that she along with three others were riding in a car (later identified as a Lexus ES 350) that had an accelerator that was stuck and
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