Faced with an unprecedented recall of millions of vehicles and rivals swooping in on its customers, the public relations machine at Toyota Motor Corp — one of the most savvy brand-creators in Asia — is floundering.
Toyota has consistently played down recurring complaints of unintended acceleration, breaking what PR experts said is the cardinal rule in crisis management: assume the worst.
Through November, the company continued to blame loose floor mats for the problem. That has eventually spread to a potential problem with accelerator pedals, and U.S. safety regulators are now renewing efforts to re-confirm whether the electronic throttle control system could have been at fault.
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