Toyota Recalled 430,000 Units from Around the World

(Oita Godo Newspaper, February 9^th 2010, morning paper)

On February 9^th, Toyota Motor Corporation, made an announcement of the recall of 4 of its new hybrid models such as "Prius", which will be collected and repaired for free. There are approximately 437,000 units that have "break defect" around the world. The repairment of "Prius" conducted since February 10^th, and the repairment of the other three models will be conducted after the preparation is ready.

The defect of the new model "Prius" clearly made a negative impact on the sales and management strategy of Toyota.

During a press conference, the CEO of Toyota apologized over and over again for the defect, saying "I apologize for causing troubles and worries".

The objects of recall are "Prius", Sedan "SAI", the luxury car "Lexus HS250h", "Prius Plug-In Hybrid", a model designed for corporations and government, whose energy can be recharged through a normal electrical plug.

The four models were launched by Toyota in 2009 were at the leading edge. They are modified in the shops, as there is a defect in electrical control system of the break.

To Toyota users, it is suggested to exert more force when stepping on the break of the cars before the repairment.

Comment:

This is definitely not a fortunate thing that can happen to Toyota. Toyota has been the most respective automobile company, and whose production system and management has been studied closely around the world. Nevertheless, they took a prompt action to respond to this incident, so hopefully the situation will get better soon.

NUGROHO Katarina Marsha Utama

Indonesia

Ritsumeikan Asia Pacific University (APM3)