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Why the U.S. Media Should Put the Brakes on the Negative Toyota Hype

Posted by: Andy Bateman on Friday, February 5 2010 10:37 AM

While stuck accelerators or failing brakes on a car are serious defects that can cause mortal injury, the whole Toyota recall has been suspiciously blown out of proportion by the U.S. media.

I say “suspicious” because to me, it smacks of outright nationalism. There are car recalls all the time, for various incidental or consequential matters–ask any car owner. And when the U.S. motor industry is largely bankrupt and/ or languishing, the negative and almost gleeful lash out at Toyota doesn’t seem cute in the slightest.

After all, isn’t Toyota the world's most successful car company and one of the world’s strongest brands? Hasn’t the car brand beaten the U.S. car industry into submission through its quality of production, persistent, continuous innovation, and great customer focus?

It’s one thing to be patriotic, but attacking Toyota like this is an exercise in pure deflection. Let’s remember, Toyota also produces a lot of cars here.

We may be having a slow news week but this kind of hype has to stop. It’s dangerous.




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Comments  (7)


  • Thomas Gilmore

    International trade with Asia has been dangerous since the days of McKinley and Roosevelt—or Marco Polo for that matter. Empires have always come and gone, often through financial pressures. Why should the automotive industry and the Toyota recall be any different?

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    This post was mentioned on Twitter by PeterScarks: Why the U.S. Media Should Put the Brakes on the Negative Toyota Hype: The Toyota recall has been suspiciously blow... http://bit.ly/atVZhh

  • Vince Farley

    We agree that stuck accelerators or failing brakes on a car are serious defects that can cause mortal injury. I recall, no pun intended, outright nationalism during the 1980's, when the United States' (Detroit, MI) Big Three Auto Makers were pummeled by their Japanese competitors. But let's put "auto recalls" in perspective - here are details on some previous major auto recalls.

    FROM REUTERS:

    1971 - General Motors recalls 6.7 million vehicles due to engine mounts that separated from the vehicle and impacted the throttle.

    1981 - GM recalls 5.8 million vehicles due to loose suspension bolts that affected steering.

    1996 - Ford recalls more than 8 million vehicles to replace defective ignition switches that could cause electrical shorts and engine fires.

    July 1998 - GM recalls close to 1 million Cadillac, Pontiac and Chevrolet cars because of fears the air bags could deploy by accident.

    August 2000 - Japanese tire maker Bridgestone Corp recalls 14.4 million ATX, ATX II and Wilderness tires installed on Ford's Explorer SUVs and sold separately in stores. The recall applies to all tires produced at its Firestone U.S. division.

    2004 - GM recalls nearly 4 million pickups because of corroding tailgate cables.

    April 2005 - GM says it recalls more than 2 million vehicles to fix a variety of potential safety defects. GM says the largest of the safety actions relates to problems with 2nd-row seat belts on 1.5 million full-size pickups and SUVs from 2003-05 model years.

    October 2005 - Toyota recalls 1.4 million cars globally, including the Corolla and 15 other models, due to trouble with the headlight switching systems.

    December 2007 - Chrysler LLC says it would recall more than 575,000 vehicles as long-term wear on the gear shift assembly could cause a shift out of Park without the key in the ignition. The recall involves 2001-02 model-year Dodge Dakota pickups, Durango SUVs and Ram vans and 2002 Ram pickups.

    August 2008 - GM announces recall of 857,735 vehicles equipped with a heated windshield wiper fluid system that could cause a short-circuit.

    September 2009 - Toyota says to recall around 3.8 million vehicles in the U.S. because of floor mats that could come loose and force down the accelerator. The problem is suspected in crashes that killed 5 people.

    October 2009 - Ford completes a series of recalls affecting 14 million vehicles due to a faulty cruise control deactivation switch. The latest recall effectively closes out a 10-year saga over the switches.

    January 2010 - Honda recalls 646,000 Fit/Jazz and City cars globally over a faulty window switch after a child died in 2009 when fire broke out in a car.

    Toyota's problems impact other automakers, too: France's PSA Peugeot Citroen says to recall nearly 100,000 Peugeot 107s and Citroen C1s made in the Czech Republic at a plant where Toyota and PSA jointly make cars.

    February 2010 - Toyota announces that 216,000 cars in Germany, Europe's biggest car market, and 180,000 in Britain are included in the mass recall to fix an accelerator pedal problem. Some 8 million Toyota vehicles are now up for repair globally, including the floor mat issue. Overall, the unintended acceleration issue has been linked to up to 19 crash deaths in the United States.

    Toyota prepares to recall some 300,000 hybrid Prius models after safety regulators in the U.S. and Japan launch probes into braking problems. The car, a pioneer in gasoline-electric hybrids, was Japan's top-selling car in 2009.

    Outright nationalism? You be the judge.




  • Jennifer Bassett

    I think the fixation on Toyota is a mixture of warranted reaction and nationalism. I also think that because Toyota has built its brand on reliability and quality, the recalls are hitting it especially hard. I guess we might just expect less from the competitors Vince mentions above...which might be another reason why the U.S. is so happy to lash out.

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  • Leonard Weisdorfer

    I disagree to the feedback here. Maybe the next article will add proof


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