Getting Off the Mat

摘要

It already has a tall order to fill: repairing millions of brakes and sticky gas pedals. Toyota won't be top dog for much longer if it doesn't revisit its quality structure and take a hard look at the problems behind these high-profile recalls, said Ron Atkinson, past president of ASQ and a retired 35-year veteran of the North American auto industry. Toyota began ramping up its crisis management and public relations operations early last month in attempts to salvage its image. That included full-page ads in newspapers, frequent radio spots, more visible company executives speaking to media -- even an apology from the CEO -- and closer attention to customer service. The massive worldwide recalls might have been a harsh wake-up call for Toyota, prompting it to re-examine the way it operates. Atkinson said that it is hurting them. Anything like this will hurt you. The key to overcoming the crisis is the way you respond to it.