At Toyota Europe, Silence Is Golden
On the back of the news from the NHTSA that they can’t find evidence of Sudden Unintended Acceleration (SUA) electronic gremlins, you’d think that Toyota would be feeling smug about themselves. You’d want to shout this from the rooftops, wouldn’t you? “It’s the drivers, stupid!” If I were Akio Toyoda, I’d show this to Bob Lutz, a bloke who took great delight in knocking Toyota throughout this affair. But what was Toyota’s European division’s reaction to all of this? Humility.
Just-Auto (sub) reports that Toyota Europe declined to comment about NHTSA’s comment yesterday. They decided to hold out until the final results (which could take a few months more) are available for public consumption. “We prefer not to make any comment before we see (the) final results,” said a TME spokesperson in Belgium (where Toyota’s European division is based), “We hope it (results) will be (available) this year – they are speaking in terms of months.” The spokesperson then admitted some Toyota failings: “There have been a few issues that been established such as these sticky pedals and ABS control software that had to be put right although we are not convinced this is an issue…beyond that we do not see any problem with these vehicles.” Is this a sign that this whole affair is causing Toyota’s trademark humility to come back? Or did Toyota’s press office brief the spokesperson very, very carefully? Either way it doesn’t matter. As far as Europe goes, the story hadn’t received much traction anyhow. If the NHTSA findings fully exonerates Toyota, they can’t rest. Toyota still have to deal with, cheapening interiors, controlling bean counters, decontented vehicles, a damaged image, a leaner GM, a rising Hyundai, a more dynamic Ford, bland styling, shrinking market share, large incentives, more competitive market place and stodgy management. Come on, Toyota! Continuous improvement never stops, isn’t that what you say…?
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I agree, Toyota doesn't get a full pardon. Let's not forget TTAC dissecting the pedals in question and finding a questionable design, Toyota's "My dog ate all the chip readers in the country" excuse, and the fact that some years and models of Toyotas did have abnormally high reports of UA--but so did some other brands. But yes, there was a lot of over-reacting and grand-standing by our friends in Washington. What a surprise.
A bit of news which seems to have slipped under the radar in the last week, is that Toyota have had to close a complete production line in their first European plant at Burnaston in the UK (despite them being the ones who will get to produce the Hybrid Auris - or EuroCorolla). Oh yes, lots of people made redundant (albeit on a voluntary basis). Toyota's European brand has taken a massive hit due to the US publicity and is not so integrated into European markets as they have achieved in the US. With much stronger competition in Europe Toyota's market share has been much more vulnerable. I think it is fair to say that Secretary LaHood's irresponsible opinions have had an (indirect) affect on worker's livelihoods.... .... as have bland styling, ill-defined brand values, limited new product, lack of meaningful commercial vehicle range and an apparent unwillingness to make meaningful use of European suppliers and innovations (all under Big-T's control), there are grey clouds over the European operations.