丰田召回事件分析(英文版)

Toyota to recall vehicles
Good afternoon, everyone. I am very glad to stand here and share our group’s topic with all of you. Today our topic is Toyota to recall vehicles. Now let’s start.
As we all know, Toyota is one of most famous auto-brand and had optimum quality. But since 2009, its continuous recall issues had a big effect on its reputation. Three recalls of automobiles by Toyota Motor Corporation occurred at the end of 2009 and start of 2010.
(ppt2&p3)The first extensive recall, on December 25, 2009，was to correct a possible incursion of an incorrect or out-of-place front driver's side floor mat（脚垫）into the foot pedal(踏板). The second large-scale recall, on January 21, 2010, was caused by accelerator pedals becoming stuck open.
(ppt5&6)On January 28, 2010, Toyota had announced recalls of approximately 5.2 million vehicles for the pedal entrapment/floor mat problem, and an additional 2.3 million vehicles for the accelerator pedal problem. Approximately 1.7 million vehicles are subject to both. Its Lexus and Pontiac models were also affected. By then, the worldwide total number of cars recalled by Toyota was amount to more than 8 million vehicles.
(ppt9)On January 2010, 21 deaths had been alleged due to the pedal problem since 2000, and the number of alleged victims and reported
problems sharply increased following the recall announcements. Different parties attributed unintended acceleration to mechanical, electric, and driver error. But Some of US owners still reported the reason of repairing the recalled vehicles was accelerator pedal, leading to investigations of NHTSA.
On February 8, 2011, the NHTSA, in collaboration with NASA, released its investigation on the Toyota drive-by-wire throttle system. After a 10-month search, NASA and NHTSA scientists found no electronic defect in Toyota vehicles. But Driver error or pedal misapplication was related to the incidents.
We can learn many things from Toyota’s recall issues.
(ppt11)First one is keep balance between expansion and cost control. Toyota had ever achieved significant success, but at the same time, Toyota took measures to control its cost. To save cost, the new car did not have match parts. And it directly leads many security risks. So Chinese automobile industry should learn to make right comment on self development potentiality. And obviously, strategy of low cost is not a good development way for our automobile industry. What we need to do is Industrial restructuring and finds a suitable way to develop.
Second one is Improve electronic safety of domestic car. The Toyota “recalls" incident was mainly due to problems caused by the pedal. To address this problem, Toyota announced “before the end of 2010 brake
override system (BOS)刹车优先系统will become the standard for all Toyota cars made in China.” And then t he U.S. General said, also install BOS systems on all new cars, but there is no domestic car companies have any action.
Third one is consummate Recall system. Toyota recalled cars was amount to 9 million, is one of the largest ever defect product recall car. In 2004, china started to use recall system in a small range of vehicle types, it was general expanded to all motor vehicles until 2009. Marketing people found that recall is not fundamental to destroy brand strength, everything is not perfect. Has courage to make up for self mistakes, dare to responsible behavior, the company will eventually win highly support.
Fourth one is crisis management. Since the 1970 s, Japanese auto enjoyed a reputation in the world with high technology content and high quality. But its reputation was lower than before, especially when the Prius had brake problem. And at the beginning of the crisis of Toyota, they did not pay enough attention on their mistakes. Because Toyota dealt with in this crisis improperly, it lead to the escalation of the crisis itself and transformation: from the quality of the products to the brand crisis, from Toyota’s crisis to Japan’s automobile industry and even crisis of the whole Japanese manufacturing credibility.
So when the product has problems, our industry should deal with it timely and put forward solutions, restore reputation.。