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12 views

case 2

Uploaded by

mohammed.moez.saleh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Exam case

In 2009-2010, Toyota faced one of the largest and most publicized recalls due to reports of
unintended acceleration in several of its models. What Happened: Toyota recalled over 9 million
vehicles worldwide due to unintended acceleration issues, which were initially linked to two
primary factors:

- Floor Mats: Floor mats could shift and trap the accelerator pedal, causing it to get stuck
in a pressed position.
- Sticking Accelerator Pedals: Some accelerator pedals were reported to stick or be slow
to return to the idle position, leading to acceleration that could not be easily stopped by
drivers.

Impact: The unintended acceleration problem was linked to multiple accidents and fatalities,
sparking a massive public outcry and regulatory investigations. This severely damaged
Toyota’s reputation for safety and reliability.

Therefore, Toyota implemented a multi-faceted PR and crisis communication strategy to


manage the fallout. Here’s how they addressed the crisis:

- Toyota’s president, Akio Toyoda, issued public apologies, both in press conferences and
official statements. He apologized for the accidents and emphasized Toyota’s
commitment to safety.
- Toyota provided technical details to explain the causes of unintended acceleration and
clarify the fixes they were implementing. This included redesigning the floor mats and
making mechanical changes to the pedal design.
- Toyota worked closely with dealerships to ensure that they were well-informed and
equipped to repair the affected vehicles. This allowed dealers to handle customer
concerns directly and efficiently.
- Toyota offered extended warranties and incentives on new models to reassure customers
that their vehicles were safe. They also provided financial support to dealerships to
manage recall-related costs.
- Toyota used social media platforms to address concerns directly with customers, answer
questions, and provide real-time updates. This helped the company manage customer
perception and engage proactively.

Despite the initial reputational damage and financial losses, Toyota’s PR efforts and proactive
communication helped the brand gradually recover. The company’s focus on transparency,
technical explanations, and safety improvements played a significant role in restoring consumer
confidence and allowed Toyota to maintain its position as a leading automaker in the long term.
Based on Previous Case, Answer the following questions:

1- Critically discuss the role of PR in confronting Toyota crisis.

2- Illustrate the communication strategies used by Toyota PR team.

3- In your point of view, Are these strategies sufficient for crisis management? Justify your
answer.

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