Toyota CEO Apologizes. Or Not

Bertel Schmitt
by Bertel Schmitt

When a Japanese company NFSWs up in a big way, it is customary that the CEO says “honto ni moshiwake arimasen” (“I am deeply, seriously sorry”) in front of running cameras, takes a very deep bow and exits stage left, not to be seen or heard of anymore while someone else takes his job . That’s just the way Nipponese crisis management works.

Not so at Toyota.

Akio Toyoda, Toyota’s CEO and grandson of the founder had not been seen or heard of ever since pedal-gate gained tsunami-strength. Asked about the boss’s whereabouts, the folks in Aichi said that they are not at liberty to disclose this information.

Finally, a camera crew of the Japanese NHK network cornered Akio Toyoda in the lobby of a swank hotel in Davos Switzerland. While 8 million Toyotas are recalled, he’s attending the World Economic Forum in Davos, where CEOs rub shoulders with politicos.

Visibly annoyed by the intruding cameramen, Toyoda didn’t say much. “We’re extremely sorry to have made customers uneasy,” and “we plan to establish the facts and give an explanation that will remove customers’ concerns as soon as possible.” That was basically it. No more questions could be answered, “because we are still investigating.” Then he left the hotel. In a black Audi, as ABC reports with glee. (For Japanese speakers: There is a video of the short interview in that link.)

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • DweezilSFV DweezilSFV on Jan 31, 2010

    I don't know: seems like selective sensitivity since many posters have no qualms about making disparaging and stereotypical remarks about people with mullets, pick up truck owners, people who buy Chryslers, people who live in trailers, the people of Walmart and the ever popular "old white men" comments that seem to crop up on a regular basis. The left right thing is tedious as well. Step away from the keyboard for a minute folks.Anyone with an opinion or comment is going to offend someone's "sensibilities". And we'll all live.

  • Canucknucklehead Canucknucklehead on Jan 31, 2010

    The racist comments here are in extremely bad taste. One of the reasons I have enjoyed posting here is that this site, under its previous management, had extremely high standards for such things. They are now, sadly, slipping. I lived in Japan for several years. In Japanese culture, the CEO of a major company deeply bowing is a sign of sincere apology. The phrase, "honto ni" means "I am truly (sincerely)" and is the a very humble honourific for a man in Toyoda's position to use.

    • Ajla Ajla on Jan 31, 2010

      @Canucknucklehead: In defense of the current TTAC team, I'm not so sure that the old boss would have moderated the comments in this thread. Just take a look at his G35 review.

  • Kristjan Ambroz Kristjan Ambroz on Feb 01, 2010

    ...and he drove off in an Audi, because Audi has for a while been the company providing the limos for Davos (and several other similar events, for publicity purposes). Occasionally the odd primadonna appears who plain refuses to ride in one of the cars provided and demands a car of their own choosing (a certain Italian I remember would only be driven in a Quattroporte). Mr. Toyoda is probably too well mannered for something such. A very similar arrangement was had at the University of St.Gallen for the ISC conference, where many of the same personalities, who would go to Davos, attended as well. For several years, they got some MB S class cars in addition to the Audis provided for free, to chauffeur the more discerning clientele around - it appears the perception of the A8 was not quite there until even 3 or so years back. Not sure if that practice persists, or if it was changed in the meantime.

  • Ronman Ronman on Feb 01, 2010

    what's up with you guys crying Seppoku and Toyoda in the same phrase? the problem has been around longer than Toyoda has been on the mount... i think Toyoda is a breath of fresh air at Toyota and things should turn around for the company, this recall is not even close to the Corvair and other hazards ^&*(^*& GM peddled to the world, and they did stay at the top for longer than they should have... this is but a hick-up in Toyota's contemprary history, as they say when s&*(&*( happens it happens in the dozens... i expect for Toyota to pick itself up, dust itself off within 6 month, and no one will remember anything about this.... after all it's the MSM that blew this thing out of proportion without explaining the clear facts, putting the regular Joe in a perplexed situation... if the media took its time and explained to people what leads to this problem then maybe Toyota dealers wouldnt have to answer so many phone calls....

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