Like Tiger Woods, almost daily
Toyota has been the front page story of most print, television, radio and Internet outlets. Just like Woods, this time the press isn't focusing on their once stellar reputation. Ironically, both Woods and Toyota are fighting to regain confidence with the public.
To To get a first hand account on what Toyota has to say about the barrage of negative press they've garnered over the safety of their vehicles, we finally caught up with Jim Colon, the vice president of sales for the Toyota division (and the former vice president of sales for Lexus) to ask a few questions. Colon, who is a Toyota lifer, rose through the ranks at the automaker, becoming the first and only African American to oversee the sales division of any foreign automaker in the history of the auto industry.
JeffCars: Jim, several weeks ago Ray LaHood, the transportation secretary, was quoted as saying, “My advice is if anybody owns one of these (recalled) vehicles, stop driving it, and take it to a
Toyota dealer.” Hours later LaHood retracted the statement. Also in the eighties, as you know, Audi became the poster child for sudden acceleration, sales slid into the gutter and it nearly drove the company out of business. It took the German automaker nearly two decades to turn the company around. What specifically is
Toyota doing to make sure that they don’t travel down the same path as Audi? And, when a prominent figure like LaHood make such a statement, how does
Toyota reassure their customer base (and future
Toyota buyers) who have basically lost confidence with the company and are strongly considering purchasing another brand?
Jim Colon: Let me answer these two questions together, since I think they’re related. As our President Akio Toyoda told Congress, we have taken decisive steps to restore the trust of the tens of millions of Americans who purchase and drive our vehicles. By far, the most important thing current and potential
Toyota drivers need to know is that nothing is more important to us than the safety and reliability of the vehicles they drive.
Toyota engineers have developed effective and durable solutions for the vehicles we have recalled, and dealers continue to make extraordinary efforts to complete these recalls quickly and conveniently for our customers.
We are also making fundamental changes in the way our company operates in order to ensure that
Toyota sets an even higher standard for vehicle safety and reliability, responsiveness to customers and transparency with regulators.
These include changes at the global, regional, and customer level, including efforts to make
Toyota more responsive to consumer concerns and more aggressive in investigating customer complaints. In addition, we are taking the significant step of making
Toyota one of the first full-line automakers to have brake override systems as standard on all new models sold in
North America.
JeffCars: And to those critics who say Toyota has lost their reputation for building reliable vehicles and grew too fast, what is your response?