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What Went Wrong with Toyota

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Submitted By smileyface2490
Words 1234
Pages 5
Kyla Patillo
Toyota in a Crisis
Crisis Management

Toyota is a well-known brand throughout the auto industry. The innovative Japanese company is famous for its car models such as the Camry, Corolla, and even the Lexus. Toyota U.S.A. first got their start in October 1937 in a once was Rambler dealership in Hollywood, California. In 1958 they began selling a few different models and in 1989 began their own brand of luxury cars where the Lexus was first introduced. Unique models and satisfactory customer service put Toyota in the top three bestselling automobile companies in America. Things were looking great for Toyota with wide economic growth they had little complaints, and even in a recession sales were still booming. With things going so well for Toyota why invest in crisis prevention? Toyota was soon going to find its answer to that very question. On August 8th, 2009, Mark Saylor-an off duty patrol man and three members of his family were driving close to Santee, California in his Lexus. All of a sudden the Lexus began to accelerate exceeding 100mph, one of the occupants called 911 reporting frantically that the Lexus “had no brakes,” seconds later the car crashed and caught fire claiming the lives of everyone inside. The birth of the Toyota crisis concerning the sticky gas pedals had begun. Toyota did not have much to say on the incident, instead of immediately creating an investigation to find out exactly why this happened and addressing the issue Toyota summed it up to driver error. Following the August 8th, 2009 incident more and more issues were turning up involving Toyota models and the inability to slow down. The crisis was escalating and with the lack of immediate action on Toyota’s part it did not look good. Within six months of the first incident Toyota had a large amount of recalls, these recalls accumulated to almost 9 million automobiles all over

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