Introduction On September 29, 2009, Toyota announced 4.

2 million recalled of Toyota and Lexus vehicles based on the accelerated stuck on the floor mat. Four months later, specifically, on January 21, 2010, Toyota recalled another 2.3 million Toyota-brand vehicles based on the gas pedal problem. People all over the World, especially in US where major cars were affected began to question the credibility of Toyota World number one car manufacturers. The series of accidents of related vehicles and recalled led to concerns around the globe. Toyota is an established company that spent about 4 decades to build its reputation. It made several attempts to reach out to its stakeholder in order to address the crisis. Toyota majorly used website as a medium of communication. A special spot was used on the website which includes information about press release, list of recalled cars, press conferences, audio and video. Information about the recall was regularly updated to discuss up-to-date issues about the crisis addressed by President and CEO, Akio Toyoda. The company as well used social media to inform and receive comments from publics and stakeholders. This paper will examine the rhetorical analysis of press release about the recall, reports, news coverage, and interviews with the public by President and CEO of Toyota, Akio Toyoda. However, based on the messages from Akios reports, it was obvious that Toyota used communication as a strategy to restore the image of the company. Thus, by analyzing his reports, it is found that Akio used you view point and indirect strategy to address the public. He especially stressed publics benefits, and tried to avoid using negative words that can hurt longterm business strategies of the company.. Rhetorical Analysis of Akio Toyoda communication In analyzing Akio Toyodas different messages from companys website, press report, interview, to testimonies about his opinion statement; the strategy used was indirect. He took sole responsibility of the recall issue, and positioned himself as public. I would first like to state that I love cars as much as anyone, and I love Toyota as much as anyone. I take the utmost pleasure in offering vehicles that our customers love, and I know that Toyota's 200,000 team members, dealers, and suppliers across America feel the same way....... Today, I would like to explain to the American people........ Toyota takes the quality and safety of its vehicles as priority. The use of phrase such as ........as much as anyone..... Anyone here is referred to customers. ..... I know that Toyota's 200,000 team members.........feel the same. He put himself and the entire Toyota company in you view point. He tried to explain that he is the voice of the customers because he understands what is needed from them. Akio carefully chose the words he used, and even display concerns towards the recall crisis victims. Thus, by saying that he loves Toyota and drives Toyota just the way customers do; it implies that he put safety and quality as his priority. Those two words are what customers want to see and hear from CEO. It however made great impact on those customers that listen to interview and read his messages. Additionally, every statement made by Akio was basically on safety and quality. He never took so much time talking about causes of Pedal problem, because it might distract the purpose of communication, which is to regain image. He rather talked about safety measures and improvement. Good writing style According to Geraldine E. Hynes, the selection of words should be carefully made in order to ensure that overall content accomplish the communications goal. The potential contribution effectiveness of the message to the audience depends on the type of words used.

Every words selected by Akio in his reports, messages and interviews are easily understandable and effective for the intended messages. He exercised carefully in choosing words for both written and oral communication. For instance, he wrote in one of his reports, "Let me assure everyone that we will redouble our commitment to quality as the lifeline of our company. With myself taking the lead, all of us at Toyota will tackle the issue in close cooperation with our dealers and with our suppliers. Together, we will do everything in our power to regain the confidence of our customers." By looking at the above statement, the information is clear and the message is precise. The message is direct and straight forward to understand. It is the same way all of his messages are written. And usually economizes the use of words, keeps sentence short, and even keep his oral and written messages short. Active voice Toyoda used active voice in all of his communications. Every of his sentences are presented in normal order. He made the subject to be the actor who is acting by means of the verb, which is directed toward object. He is careful about the way each sentences is written. Smooth transition in sentences and paragraphs The relationship between sentences used by Akio is clear, and it flows smoothly from one to another. For example, he stated that "When recall decisions are made, a step will be added in the process to ensure that management will make a responsible decision from the perspective of customer safety first. To do that, we will devise a system in which customers' voices around the world will reach our management in a timely manner, and also a system in which each region will be able to make decisions as necessary." From the example above, the first sentence introduces the ideas of customers safety, and the second sentence builds on the introduction. In addition to smooth transition of sentence, Akio repeated the word decision to let the public know that he is still addressing the decision that would be made on customers safety. Also, the paragraphs in his reports connect to one another easily. All of the messages about the recall are well arranged, and have logical organization. Akio always start his communication with philosophy of quality control, then to the cause of recalls, and end with how Toyota will manage quality control. He stressed more on quality in every of his messages to the public because Toyota has been known for decades for having good quality. Negative words were avoided It was an unfortunate situation for Toyota. Still, Akio avoids at all time, the use of negative words. Though he acknowledged the accident caused by pedal problems, but never used words that might affect the customers perceptions towards Toyota products to the extent of not reading or listening to the rest of the message attentively. For instance, National Highway Traffic Safety Administration (NHTSA) carried out research on recalled Toyota cars to know if the company violates the US Safety Act. NHTSA came to the conclusion that Toyota Company violated the Act, and was given a penalty to pay ransom. Akio responded by writing on press release. "We agreed to this settlement in order to avoid a protracted dispute and possible litigation, as well as to allow us to move forward fullyfocused on the steps to strengthen our quality assurance operations. ....... Toyota denies NHTSA's allegation that it violated the Safety Act or its implementing regulations.

Critically looking at the statement above, Toyota indirectly accepts the problem with the safety of the cars, but avoided to use negative word that might affect the companys established brand. Good message openings All the reports, press release and interview about the recall made by Akio always begin with neutral or positive words before discussing further to the main points. Indirect strategy is used to communicate situation reports about the recall. Comments made by customers and stakeholders on every message written by Akio Toyoda reflect that public believe in Toyota company to improve the quality and safety because of the way communication was conveyed. Well organized communication Toyota utilized Television programs and online collaboration with customers, investors, suppliers, dealers and other related stakeholders. The company was able to get feedback, and send updated information of quality assurance. It helped Toyota company to bounce back from its plight, maintain its customers and persuade more customers to buy Toyota cars because of the quality and its new safety measures. Conclusion As illustrated above, an analysis of Akio Toyodas statements reveal his tactical strategies in an attempt to convey information that would re-establish the image and reputation of Toyota Company that has been known for decades. Rhetoric display of Akios opinion statement does not only offers message to repair the image of the company but also to ensure that stakeholders are able to follow up-to-date messages about the companys current and future products. He used good writing styles such as choosing of words precisely; economize the use of words, active voice, good conversational style and indirect strategy for negative message as discussed by Geraldine E. Hynes.