Wednesday, February 06, 2013

TOYOTA: PRODUCT RECALL

Toyota President Akio Toyoda’s apology was supposed to firefight the recall controversy – it made it worse! Welcome to the world of unintended consequences

The Japanese carmaker on the other end is very confident about a fast recovery and has forecasted a net profit of $892 million for the current fiscal. Apparently this seems to be a very bullish a forecast as compared with a loss of $2.2 billion previously foreseen, and an actual loss of $4.8 billion last year. The forecast also estimates a narrower operating loss of $2.2 billion, compared with a loss of $3.9 billion in the prior November outlook. But strangely, amidst all this, rather than being at the forefront of the public relations efforts of Toyota, Akio Toyoda is preferring to avoid being at the communications forefront, with his latest noncommittal approach to come to the US to attend a scheduled hearing of a Congressional panel on the recall issue – there are now reports of the possibilities of a subpoena against Toyoda being issued if he refuses to appear before the committee. A part of Toyoda’s lack of responsive behaviour is cultural too – Japanese CEOs are not generally groomed to be the spokespersons of their corporations. To that extent, post Akio Morita, it would be rare for the outside world to know of even one Japanese company’s CEO’s name. Toyoda has to realise that breaking these cultural paradigms, he has to single-handedly rebuild the trust of the Toyota brand. For each day of his failing to do this, Toyota loses millions. “Getting the company back on track is Toyoda’s biggest challenge now as the sales have already started showing a decline,” says San Oppenheim’s Christian Breitprescher to B&E (GM and Ford, for example, are offering discounts of up to $1,000 to Toyota owners trading in; a report from UBS suggests that the Japanese automaker is incurring a weekly loss of $155 million from the lost sales since announcing the recall). Toyoda’s has to be an all-guns-blazing firefighting effort, as nothing else will be able to reduce the debilitating fall in sales the company may suffer. Toyoda could well take a sneak look at Sony’s CEO Howard Stringer who is a delightful example of what all positive PR can achieve; and he isn’t even Japanese!


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).

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