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Case
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Reference no. 9-513-S06
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 7 January 2011
Revision date: 29-Apr-2019
Length: 31 pages
Data source: Published sources

Abstract

This is a Spanish version. In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While the first Toyota recall was met with widespread disbelief but continuing support for the brand, subsequent revelations and recalls tested the brand's resilience in the US. The firm's initial public response to the problems - a mixture of silence from top executives and vague, misleading public statements - frustrated US government officials and the public. Not until weeks after the news first broke did Toyota organize a clear message around its commitment to return to quality. In late February 2010 Toyota President Akio Toyoda reluctantly accepts an invitation to testify to the US Congress, 148 days after the first recall announcement. He has to decide what to say.
Locations:
Industry:
Size:
USD240 billion, 320,000 employees
Other setting(s):
2009-2010

About

Abstract

This is a Spanish version. In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While the first Toyota recall was met with widespread disbelief but continuing support for the brand, subsequent revelations and recalls tested the brand's resilience in the US. The firm's initial public response to the problems - a mixture of silence from top executives and vague, misleading public statements - frustrated US government officials and the public. Not until weeks after the news first broke did Toyota organize a clear message around its commitment to return to quality. In late February 2010 Toyota President Akio Toyoda reluctantly accepts an invitation to testify to the US Congress, 148 days after the first recall announcement. He has to decide what to say.

Settings

Locations:
Industry:
Size:
USD240 billion, 320,000 employees
Other setting(s):
2009-2010

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