Toyota: Accelerator Pedal Recall (B) Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

In January 2010, worldwide automotive manufacturer Toyota faced the task of notifying customers of a recall that involved a defective accelerator pedal on 1.7 million vehicles, spread across eight distinct versions. In certain instances be slow to return to the idle position, causing accidental vehicle acceleration and the faulty accelerator pedal was found to stick in blue location. With the throttle stuck in the open position a vehicle would continue to accelerate while the motorist is attempting to brake and slow the vehicle down. Toyota had already come under intense public scrutiny in the previous year over a present floor mat recall that changed 4.2 million vehicles. Lessons in the automotive industry had been learned the hard way from tire manufacturer Bridgestone.

A public backlash occurred in 2003, with class action law suits against Bridgestone for defective tires that caused some vehicles to roll over. In an effort to reach the masses, Toyota created a letter to customers which was featured in leading papers and on its own site. As Toyota remained away from apologizing to consumers, the letter released caused anger and indignation. Rather it talks about the companies 50 year heritage and the way they're stopping production to focus on fixing the vehicles which are on the road. Merely days after Toyota drafted and released a second letter to customers. This time they attempt to use better language, but missed the mark on taking full accountability for the issue."

Toyota Accelerator Pedal Recall (B) Case Study Solution

PUBLICATION DATE: August 25, 2011 PRODUCT #: W11132-PDF-ENG

This is just an excerpt. This case is about STRATEGY & EXECUTION