Failure to Work and Play Well with Others Can Kill a Brand!
-Howard Beale from Network, 1976
I think I know how Howard Beale felt.
I am the owner of a 2009 Toyota Corolla and it is one of the models that this auto manufacturer has recalled for both the sticking accelerator problem and now the floor mat problem. Hindsight is always twenty-twenty, but as someone who has owned multiple Toyota vehicles since 1986 – 24 trouble free years with only routine maintenance to deal with – I’m a little torqued.
I’m not upset that there is a recall notice on my vehicle. Stuff happens. In fact, through the years, Toyota has issued voluntary recall notices on a variety of relatively minor problems – seat belts that didn’t retract properly, parts that were not performing to their standards of quality, etc. When I have received such a notice, I would call the nearest Toyota Dealer, arrange an appointment – sometimes the same day – and be on my way in less than 30 minutes after visiting the dealer. What is upsetting in this case is that Toyota is stumped.
In the past, the press release concerning a recall would say something like “Toyota has issued a voluntary recall on X number of Corolla’s because of Y. Owners these vehicles will receive a recall notice within the next ten days. They are to make an appointment with the nearest Toyota dealer who will remedy the situation in a timely manner. This time, the press release announced the recall, but there is the troubling, “Toyota will determine the appropriate remedy as soon as possible. They still don’t know.
And may not for awhile. According to other news reports, Toyota claims the problem is due to “to worn pedal mechanisms that increase friction in certain conditions and cause the accelerator to stick sometimes. The manufacturer, CTS Corp in Elkhart, Indiana is saying it’s not true. They maintain that “the friction problem accounts for fewer than a dozen cases of stuck accelerators, and in no instance did the accelerator actually become stuck in a partially depressed condition.
What really torques me is that this is a situation when organizations and the people in them – in this case brilliant engineers – really need to “work and play well with others” to solve this problem. I have this image in my mind of a group of engineer’s from Toyota and CTS Corp sitting in a conference room in the Narita Hilton in Tokyo blaming each other for the problem instead of trying to solve it. This is a case where the inability to work and play well together could have dire consequences for the brand. 
Tags: commentary, Community Dialogue, teamwork, works and plays well with others