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Sat 02 Feb 2010Toyota's troubles
TOYOTA WILL survive its recent recall crisis. But the reputation of the world’s biggest carmaker may take years to rebuild. The belated apology from the firm’s president over a recall of 8.5 million vehicles for “unintended acceleration” and braking problems has become a case study in public relations mismanagement. Yet Akio Toyoda’s statement at a US government hearing into the firm’s handling of the recalls struck the right tones of contrition.
Whether it reassures its customers that their cars are now safe remains to be seen: unintended acceleration in the firm’s cars has been linked to over 30 deaths in the US.
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