Toyota recall campaign shifts into overdrive

"In just a few days ago, our dealers are on the accelerator more than 220,000 vehicles, and now reinforced with a speed of more than 50,000 vehicles per day," said Bob Carter, this morning from the Toyota booth at the Chicago Auto Show 2010th New Car Dealers


And he should know: Carter, Toyota Motor Sales USA Group Vice President and General Manager - a certifiable big cheese in the company and the latest exec stretched out on the court of public media and, more importantly, consumer advice.


"I know that many customers are very concerned and rightly so. Some people are angry and that's understandable. We deeply regret these events have caused concern," Carter said.

"Nothing is more important than Toyota, the safety and reliability of our vehicles now, and we are fully involved in the adoption of the vehicles by recalls the last time focusing," a feeling of Carter several times during his introduction of the redesigned 2011 Avalon.

Besides Carter addressed the recent recall of where in 2010 the Toyota Prius and Lexus HS250h, with the emphasis that the company "feel of the Opposition Calls brake anti-lock braking system (ABS) and the means for the models already on the road and currently in production. The priority clearly said on the higher profile and much larger volume Prius. Carter, that the implementation of the Prius changes in production last month, addressed the ABS response to new vehicles. As already sold said Carter notification letters the Prius owners this week, and traders have started to improve software updates to implement the ABS response. HS250h owners will be in the coming weeks and production changes similar to the Lexus will be notified later this Mo.

In relation to the much larger throttle recall of millions of the best-seller from Toyota, as Carter's running repairs company "effective" and "simple" and "the one that the life of the vehicle" and praised Toyota dealers nationwide for his "overwhelming support. "

"We have the best dealers in the country, and they are proof that through exceptional service and care for our customers. Many merchants extend its service hours and other weekend. Some stay 24 hours a day, seven weeks one days ... ... and some are even dedicated to remote facilities for the repair of vehicles, "said Carter.

So what does all this mean? It's just more evidence that Toyota has made a face on the recall issue, disastrous path of a "duck and cover to make" public relations strategy for the crucial offensive campaign that Sean Payton would be proud. It started with Toyota's president (and grandson of the founder) Akio Toyoda mea culpa last week, and in today's announcement, crystallized, which seemed to have the new flagship Avalon. Instead, Carter devoted most of his energy and address its various companies recall effort.

"With everything that happened, we as a shift of today's media release [Avalon]," Carter said. "But new products are what drive our business." And know about new products for sale, Carter and Toyota that they should keep taking this mess at the top in attacking before they can put the thinking behind them.