Toyota chief gets media roasting over recall
The president of car giant Toyota faced a huge backlash from the Japanese media today for failing to offer a convincing explanation over the massive worldwide car recall.
Akio Toyoda, appointed to the top job at Toyota Motor Corporation last June, emerged at a long-awaited press conference yesterday to apologise and address criticism that the company mishandled the crisis over sticking accelerator pedals.
But he stopped short of ordering a recall for Toyota’s iconic Prius hybrid for separate braking problems.
Mr Toyoda’s appearance before reporters at a company office in Nagoya made the front pages of the country’s leading newspapers today, but won no praise.
The recall has sullied the reputation of the world’s biggest car maker and Japanese corporate icon.
"Words are not enough," the top Nikkei business daily commented in an editorial.
“The company’s crisis management ability is being subjected to severe scrutiny.”
“Utterly too late,” the nationwide Asahi newspaper said of Toyota’s delayed reaction since the crisis arose on January 21 with a global recall of millions of vehicles.
“The entire world is watching how Toyota can humbly learn from its series of recent failures and make safe cars.”
At his first news conference since the recall of 4.5 million cars, Mr Toyoda promised to beef up quality control and said he would head a special committee to review quality checks, go over consumer complaints and listen to outside experts to develop a fix.
Toyota’s failure to stem its widening safety crisis has stunned American consumers and experts who had come to expect only streamlined efficiency from a company at the pinnacle of the global auto industry.
“Toyota needs to be more assertive in terms of providing consumers comfort that the immediate problem is being addressed ... and that it can deal with these crises,” said Sherman Abe, a business professor at Hitotsubashi University in Tokyo.
It took prodding from the US government for Toyota to recall the vehicles, about half of them in North America, for accelerator pedals that can stick and cause sudden acceleration.
Asked if he should have acted more quickly, Mr Toyoda replied in hesitant English: “I will do my best.”
The company name is spelled and pronounced differently from the founding family name because Toyota was considered to have a luckier number of brush strokes when written in Japanese.
Mr Toyoda is the second successive Toyota president to apologise for car defects. The first, Katsuaki Watanabe, shocked a news conference in 2006, bowing low to the group before promising to improve quality.
Mr Toyoda bowed as he greeted reporters, but not in apology. He told the hastily-called news conference that the company had not decided what to do about problems in the braking system of the Prius petrol-electric hybrid. The high-mileage, low-pollution car is a leader in its field and a symbol of Toyota technology.
Mr Toyoda and Shinichi Sasaki, who oversees quality control, offered no new explanations for the braking problem.
Prius drivers, mostly in the US but some in Japan, have complained of a short delay before the brakes kick in – a flaw Toyota says can be fixed with a software programming change. The lag occurs as the car is switching between brakes for the petrol engine and the electric motor – a process that is key to the hybrid’s increased mileage.
Toyota spokesman Mike Michels said yesterday the company continued to consider options on how to handle repairs and was communicating with the National Highway Traffic Safety Administration in the US
Among options are a campaign to notify Toyota owners to bring their cars in for repairs, or a full-fledged safety recall. Mr Michels said he could not say when Toyota would make a decision.
The car maker said it fixed the programming glitch in Prius models that went on sale since last month, but had done nothing on 270,000 Prius cars sold last year in Japan and the US
The lack of action has raised questions about whether there is a bigger problem, but Sasaki denied any cover up.
There is top-level government concern in Japan about Toyota’s quality fiasco. Cabinet ministers have expressed alarm and urged the company to move more quickly.
Prime minister Yukio Hatoyama earlier this month ordered industry and trade minister Masayuki Naoshima to convey the message.
Consumer affairs minister Mizuho Fukushima also called Toyota’s reaction “too slow”.
Transport minister Seiji Maehara, who oversees car regulation, has urged Toyota to consider a recall for the Prius brake problem.
No sense of crisis was apparent in Japan outside media and government circles, however.
The Toyota story was published on today’s front pages, but most national newspapers gave more prominence to news such as the government’s planned dispatch of troops to Haiti, an ongoing political funds scandal, the government’s budget deficit and global warming.
