Toyota: Accelerator Pedal Recall (A) Harvard Case Solution & Analysis

In January 2010, international automotive manufacturer Toyota embraced the job of notifying customers of a recall that required a faulty accelerator pedal on 1.7 million vehicles, spread across eight distinct models. In certain instance that are slow to go back to the idle position, causing accidental vehicle acceleration and the faulty accelerator pedal was discovered to stick in blue situation.

Toyota had already come under intense public examination in the previous year over a present floor mat recall that influenced 4.2 million vehicles. Lessons in the automotive industry was learned the hard way from tire manufacturer Bridgestone. In an effort to get to the masses, Toyota created a letter to customers that was featured in major papers as well as on its own site.

The letter caused anger and outrage as Toyota remained away from apologizing to consumers. Rather it talks about the way they are blocking production to focus on mending the vehicles that are on the road and the businesses 50 year tradition. Merely days after Toyota released another letter to customers and the draft. On taking complete responsibility for the issue, this time they try to use better language, but missed the mark.

Toyota Accelerator Pedal Recall (A) Case Study Solution


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