History

Started in 1933 being a division of Toyoda Automatic Loom works. 1934 - produced its first Type A Engine. Resemblance to the Dodge Power Wagon and Chevrolet.

 In 1956, the Toyopet dealer chain was established. In 1957, the Crown became the first Japanese car to be exported to the United states of America. Entry into united states. Toyota came back strong in 1965 with the popular 90-horsepower Corona sedan.

 Toyota reported a double-digit decline in sales. For Toyota, these were attributed mainly to slow sales of its Tundra pick up, as well as shortages of its fuel-efficient vehicles such as the Corolla and Prius

Introduction of Prius by Toyota

a full hybrid electric midsize hatchback, formerly a compact sedan. First went on sale in Japan in 1997

 Subsequently introduced worldwide in 2001 The U.S. is the largest market, with 1 million Prius sold by early April 2011. The first generation Prius, at its launch, became the world's first massproduced gasolineelectric hybrid car

Toyota in calamity as Prius entrance leads to threat of second recall

January 2010, Toyota admitted investigating reports of brake faults in Prius.
Japanese customers reported the inconsistent brake feel when the brakes are slowly applied.

 US safety regulators opened a formal investigation today.The company is already reeling from a recall of 8.1m cars worldwide because of accelerator pedals that stick down causing vehicles to speed out of control. According to the UK government, worldwide the accelerator problem is likely to cost the company 1.3bn in repairs and lost sales.

 The Reuters news agency reported the Nikkei newspaper in Japan stating the recall would be announced in conjunction with Japan's transport ministry and the US department of transportation.

"If it stinks, put a lid on it."

A public relation nightmare!

Claim of quality and reliability the initial $2 billion recall and the loss of 17% of share value since Jan. 21, when the gaspedal recall was announcedis only a down payment on the final tally

A Public Relations view of Toyota's recall

Toyotas response to crisis: Public relations handling! Dealing with the media! Social networks! Official website!

So why is its hard-won reputation still facing the biggest challenge in its corporate history?.......

Mistakes
Perceived delay in decision making Cultural flaws Crisis struck at the essence of its reputation Toyota has built its reputation on quality and reliability, and anything that calls this into question is especially threatening!

Toyota; the only one?

Cadbury

Mattel
Eurostar

Similar cases to Toyota:

CADBURY
Dairy Milk was found to contain salmonella in year 2006. Customer perceptions struck a Painful blow to business built on Wholesomeness, family and Community.

Similar Cases
MATTEL
In year 2007, Mattel faced safety concerns about its toys

Mattels CEO devoted weeks to communicating the steps company was taking to address the issue Results, its brand still remains strong.

Similar Cases
EUROSTAR
Chief Executive, in situation of crisis should neither be absent from public eye nor be main spokes person. Euro Stars trains broke down in the Channel tunnel over Christmas

Euro Stars CEO, like Toyotas GB Managing Director, fumbled his way through media interviews.

Role of media spokesperson:

Observers draw conclusions based not just on what the spokesperson says, but also their body language, demeanor and tone of voice.