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Toyota Recall: Stop Apologizing and Do Something Real

  Norman Taylor & Associates
  May 13, 2010

Is it just me, or did the rest of the viewing public think the Toyota recall related scripted apologies a bit too humble, a bit too insincere and perhaps a tad too manufactured? (Pardon the play on words.)

The true test of a sincere apology is not so much what the wrong doer says, it is what he, she or they do to make up for the damage done. Talk is indeed cheap: it must be; so many people are doing it. So my question to Toyota is; what have you done since all this attention was focused on eight million potentially unsafe vehicles?

From my perspective you gave us utter nonsense about defective floor mats, and to add insult to foolishness, expected us to believe it! Not satisfied with that fairy tale, you then said, oh, by the way, we’re putting a shim in the pedal assembly to help it not to stick. We are further told that you have investigated the electronic throttle controls (the most likely cause) and assert that absolutely nothing is wrong with these controls. And that is it!

Apologies may be appropriate, but more important is doing something. Owners want to feel confident, safe, for themselves and their families. Owners need to know, what are you really doing?

I would add this advice to Toyota from a man Japanese manufacturing chose to name their highest prize for quality.

“Profit in business comes from repeat customers, customers that boast about your project or service, and that brings friends with them.” W. Edwards Deming

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