Toyota is having a rough time of late. Faced with having to recall millions of vehicles globally, its profit for the year is likely to be entirely wiped out by the estimated $2bn cost of the recall. However, the public relations story is causing further damage to the company. How it reacts over the next few days and weeks is likely to have a major impact on the severity of this damage.
That’s where the web comes into play. Shocked and dismayed customers are sure to pay attention to the media’s cries of horror, but they will also recognise that they need to pay close attention to the official line by Toyota. They will turn to the internet to find out the logistics of the recall and the way they need to interact with Toyota and its dealers in order to get their cars fixed up. Besides actually fixing cars quickly and efficiently, the web represents Toyota’s best chance to repair some of the damage to its reputation.









