Background
Toyota, long known for reliability and safety, faced a major crisis when millions of vehicles were recalled due to unintended acceleration issues. This threatened its reputation worldwide, especially in the U.S.
The Challenge
- Loss of consumer trust in Toyota’s safety standards.
- Heavy media coverage and political scrutiny.
- Risk of long-term damage to brand image and sales.
Discussion Questions
- What steps were taken by Toyota to recover form the crisis and regain their reputation?
- What lessons can international firms learn about handling political and cultural pressures in host countries?
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