Toyota Bashing On The Rise

Posted by Barry Silverstein on February 26, 2010 10:05 AM

No sooner had we reported on Audi's Toyota-bashing video (although the company denied it was an anti-Toyota ad) than another ad knocking Toyota appeared.

This time, a Danish garage door company, Dansk Port Teknik, has come out with a print ad whose intentions are very clear. The graphic shows a gaping hole in a garage door. The accompanying headline reads 20% OFF ALL GARAGE DOORS*. The asterisk in the copy leads to the smaller subhead, *TOYOTA OWNERS ONLY.

Clearly, injuries or deaths caused by an out-of-control vehicle are not funny, but marketers and their ad agencies are not hesitating to take advantage of Toyota's troubles with unexpected acceleration. In this case, the advertiser is not even a Toyota competitor. Making matters worse for Toyota are the television commercials the company continues to run that highlight "Toyota reliability."

One could surely argue that Toyota brought this whole sorry situation upon itself, and now it is paying a very public price. Still, it seems we are witnessing a kind of buzzards-circling-the-corpse mentality on the part of advertisers. While advertisers are having a field day bashing the world's leading car company, you have to wonder if this kind of advertising crosses the line.

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Tim Johnson says:

This kind of advertising definitely crosses the line. Toyota has been extremely good at building cars and at living up to its brand promise for most of the last 30 or so years. It is odd to me that they have at least appeared to take the "duck and cover" route and not face this problem head-on. They are not the only car company to have had this sort of problem. They had an opportunity to stand up and say, "Hey, folks, you have known us for decades, and you know we're committed to quality. So you know this problem will be fixed immediately. And PS: Thanks for trusting us."

I'd like to know who is advising them. Other car companies with far less trustworthy products have made it through worse quality issues than this with less damage to their reputation.

Incidentally, has anyone stopped to consider the implications of the US government owning a majority stake in GM, and how that affects its ability to conduct impartial, arms-length legal investigations against Toyota or other car makers?

Just sayin.

March 1, 2010 09:17 AM #

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The only reason this is happening to toyota (as well as to honda and nissan) actually is that they are Japanese brands that do put security prior to anything, even prior to their public reputation. Recalls are common within Japan. You can sometimes see TV commercials where Japanese gas devices' providers would ask the consumers of a certain device line with a certain serial number to call the company and have their devices replaced for free. In some cases the security issues only arise if the device is old, so in most countries the manufacturers would just say that the product became out-of -date and therefore not so relaible anymore and force consumers to buy a new product. In Japan they do not do so. I'm sure there are dozens of automobile manufacturers in the world who don't have the guts to admit that their cars have security problems and they'd rather see yet another family having an accident because of this rather than stand the shame of public criticism following the recalls. So personally I actually applaud to Toyota for being so honest, straightforward and responsible and it makes me trust them more than ever.

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