Toyota’s Trust Crisis
Friday, February 5th, 2010Earlier this week I posted about the importance of trust in business relationships and I wanted to take a minute to look at a current case study about trust. I want to talk about the Toyota recall and the surrounding accusations, questions, concerns and general hype. A quick survey of the news and blog outlets on the internet earlier this week revealed a ton of comments, articles and posts questioning Toyota’s actions in the matter of its recall. Cleary Toyota is experiencing a trust issue right now, but how did they get here?
The first thing to note is that of course, like anything else on the internet, some of these posts can’t be considered un-biased or completely factually accurate. Putting that aside though, there are definitely some serious concerns about how Toyota has handled this recall. If you doubt that Toyota has done anything wrong then consider this, based on the comments of people like Ray LaHood, the US Transportation Secretary, it is no longer a question of whether or not Toyota will be fined for the way they handled the problem, now it is just a question of when and how much.
So step one in the loss of trust is that Toyota made a bad product that has serious and life threatening problems. This is certainly not a good way to build trust with consumers, but this Toyota recall isn’t the first time cars have been recalled for serious problems. Since 1999 Ford has recalled 14 million vehicles due to a faulty cruise control that was prone to catching fire, and best of all, the car didn’t even have to be running for it to happen. However, if you search online for comments about the Ford recall you won’t find the same kind of response that you see to the Toyota recall. So what is it about this Toyota recall that has created such a crisis of trust?
Where Toyota really went wrong is that they tried to hide the facts, they ignored our number one rule for building trust in relationships and didn’t listen to their own better judgment. Anyone can understand that if you found out about a problem with your product as big as the one Toyota is having now with the acceleration issue you would need to handle the situation carefully, but I think unanimously everyone would agree that the right thing to do would be to tell the customers about the problem. Which Toyota eventually did, but it took a lot of pushing and numerous complaints for Toyota to issue the recall. This does not look good for Toyota, it makes it look like they were trying to hid the fact that car had a problem and hope that no one noticed. This may not have been what was actually going on, but what matters in building trust are appearances.
Beyond the delayed response to the issue, further problems have arisen because Toyota hasn’t been very upfront with consumers sense issuing the recall. There is still confusion about what is really causing the problem and what Toyota is doing to fix it, there are actually at least two different issues that Toyota has issued recalls for, and some people believe there may yet be a third cause of the problem. Toyota executives are not building trust even though they need to be doing everything they can to salvage what little trust people still have in them. Toyota was once revered as the pinnacle of quality, and in just a few short weeks there are questions about the company’s ability to continue in this country.
To me this serves as a perfect example of what will happen if you don’t listen to your sense of right and wrong and try to hide things. Eventually, it will come out, and it will make you look worse than if you just admitted the problem in the first place. Maintaining and building trust must be our first concern in business relationships. Hopefully we can all learn from Toyota’s mistakes and realize that putting trust first, sometimes means doing difficult things. Like admitting that you made a bad product.
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