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

In January 2010, the global car manufacturer Toyota was faced with the task of informing customers to recall that part throttle malfunction of 1.7 million vehicles spread across eight different models. In some cases, a faulty accelerator pedal was found to hold down, and be slow to return to idle, resulting in unintended acceleration of the vehicle. With the throttle stuck in the open position, the car will continue to accelerate until the driver is trying to brake and slow the car down. Toyota is already under intense public last year on the existing recall mats, which affected 4.2 million vehicles. Lessons in the automotive industry have been learned the hard way from the tire manufacturer Bridgestone. Public reaction occurred in 2003, with a class action lawsuit against Bridgestone for faulty tires, causing some vehicles to rollover. In attempting to reach the masses, Toyota has created a letter to customers that was featured in major newspapers and on its own site. In a letter released has caused anger and resentment, as is clear from the left Toyota apologized to consumers. Instead, he talks about the legacy of 50 companies, and they cease production focus on fixing the vehicles that are on the road. Just days later, Toyota developed and released a second letter to customers. This time they are trying to use the best language, but missed by accepting full responsibility for the problem. "Hide
by Jana Seijts, Paul Bigus Source: Richard Ivey School of Business Foundation 3 pages. Publication Date: June 25, 2011. Prod. #: W11137-PDF-ENG