subject: Toyota in the midst of a major identity shift [print this page] Well, it's been a rough and bumpy ride for Toyota over the last several months. The recalls of the acclaimed Prius and other trusted Toyota models dealt a huge blow to the reputation of a dealer that has consistently led the industry in innovation over the past few years. Hearings in front of U.S. regulators seemed to push things to a boiling point, demanding answers from a foreign manufacturer who directly caused destruction, injurieseven death. And don't think that your Toyota dealer hasn't felt the pain of the mistakes. It has affected the brand on levels that we're not even aware of in this country, and it seems to have reached out and tugged the heartstrings of Akio Toyoda himself.
Recent reports are noticing a change in attitude from the man who didn't seem to have any interest in dealing with this disaster in the first place. In February, Akio Toyoda was even observed breaking down and shedding tears for his beloved brand, a brand that very nearly shares his own name. Toyota is preparing a corporate culture shift that will move the Japanese management to local shores in order to ensure the company runs smoothly so far away from home. For your Toyota dealer, this decision represents an enormous step forward in the fight to make reparations for a brand with a heavily tarnished reputation. And for Toyota loyalists, I'm sure it offers a bit of closure to know that the fight has finally hit home on Japanese shores.
Looking at the negatives, we've forgotten all the positives that the Toyota brand has fought to accomplish in the auto market. For one, Toyota was responsible for the single biggest technology shift the auto industry has ever seen, with the introduction of engine measures that make the driving industry a more sustainable reality. It doesn't hurt that these same innovations have gone miles for an ecosystem that we've too often neglected. The Prius, as the first hybrid on the road, set the tone for an entire industry that was in desperate need of a momentum boost. Your Toyota dealer will never forget the impact that its brand has made on a volatile industry.
Still, we mustn't hold Toyota to a lower standard simply because it was responsible for all this good. There are two sides to every coin, and we can only hope that the effects of the mistake will teach automakers everywhere a lesson in providing true safety for the people that use their product. When all is said and done, Toyota didn't get away with more than simply a slap on the wrist. However, the blow that was dealt to the brand's sales should serve as a practical explanation for what happens when you mess with the driving public. One of these days, manufacturers across the industry will learn that the market responds to negatives like this in a sweeping way. Until then, we'll hope that government regulation can keep us safe from the dangers of sloppy manufacturing.
