What on earth was the president and CEO of Toyota thinking when he apologized to the Toyota-driving public, then vamoosed in – yes, we’ve got it right – an Audi? Was that his effort to prove that Toyota will rise again, like the much-aligned Audi did following its over-exaggerated performance issues a decade ago? And how serendipitous that he made his public apology in Switzerland, the land of neutrality – since one of the recommendations from auto experts is to put your “I can’t stop my frickin’ Toyota” into neutral to prevent, um, harm.
In PR world, crisis communications is pretty darn simple: Own your mistake, Apologize for it, then FIX IT!!!!! Two out of three ain’t bad but millions of Toyota drivers are wishing they had an Audi right now.
Our advice to Toyota president and CEO Akio Toyoda: next time you apologize for your stop-free cars, actually get in one and drive away. Or walk your talk – literally.
-KRM
