While having coffee with some auto industry folks today, somebody commented on the plight of Toyota. “The media hasn’t gone after a car company like this since Audi”. That just about describes it. While Toyota have made a few communication gaffes while dealing with this PR nightmare, this whole situation could easily happen to any auto manufacturer. It probably will. Maybe not tomorrow, maybe not next week, but it will happen.
Unfortunately the news keeps coming. Early this morning, Toyota released a press release outlining another new recall. This time, a small software update to address the feel of brakes as the ABS is activated on the 2010 Prius and 2010 Lexus HS 250H models.
Also earlier today, Automotive news reports that the NHTSA is now investigating the electronic steering in Toyota’s 09-10 Corolla for changing direction by itself.
This is not news Toyota needs. While the more acerbic writers out there are salivating over the chance to stir up readers, I’m feeling for the staff that have to deal with it at so many levels. PR types who are likely having the roughest time of their careers. Front line service staff who are dealing with endless phone calls and unreasonable consumers who don’t want to drive their cars until the recall work has been done. Sales staff who are hurting.
Does Toyota need to be held accountable? Certainly. Do they need to be the subject of a media witch hunt? No way. Inform the consumer and then let the people do their jobs to look after the consumer. No more, no less.
ABS software recall press release after the break.