Toyota’s Slow Response to Manufacturing Defects Leading to Recalls: Result of Poor Communication Strategy

Abstract

The recall of vehicles in the automobile industry is not limited to any particular company. Recalls most often have been attributed to defective parts supplied by tier one and tier two suppliers. Toyota, a world leader in the manufacture of automobiles, built on world class corporate brand and Principles known as the Toyota Way, and located in about 53 countries in the world, with most of its production taking place in the North America and Japan. Its Communication strategy leading to recalls has brought it into conflict with its customers and regulatory agencies. Toyota’s seeming departure from its core principles in the Toyota Way has also brought it into conflict with suppliers and affected its production. Answers will be sought for the following research questions: 1) Why with its Toyota Way, Communication became a challenge for Toyota? 2) What is the role of the Media, in Toyota’s issues of recall? A detailed literature survey was conducted for Toyota’s communication strategy. A dialectic inquiry was used to analyse the acquired data, from interviews conducted.