Japanese Scientists: Toyota Quality Good, But Could Use Improvement

Bertel Schmitt
by Bertel Schmitt

The Toyota acceler-gate provides for extra work for the nation’s sharpest brainiacs – on both sides of the Pacific. In the U.S. , the Academy of Science has been recruited by the NHTSA. Meanwhile in Japan, Toyota drew on the expertise of Union of Japanese Scientists and Engineers (JUSE). Today, four experts appointed by JUSE presented the result of their review of Toyota’s quality assurance. In one short sentence:

“Good, but it could be better.”

In a report which can be found here, the scientists found four measures that “are convincing, and they promise to yield solid results if implemented as described.”

But they also “request further improvements” in seven areas, such as “analyzing each serious accident and each serious customer complaint thoroughly,” “deploying even more field personnel than Toyota’s present plans call for,” or “stepping up training for dealers’ maintenance and repair personnel.”

Says The Nikkei [sub]: “A Toyota spokesman said the company will consider which of JUSE’s suggested steps to introduce.”

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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  • Marcelo de Vasconcellos Marcelo de Vasconcellos on Jul 12, 2010

    Why do companies get so lazy after they reach the #1 spot?

  • AaronH AaronH on Jul 12, 2010

    Companies don't get lazy, per se...They get taken over by filthy little know-nothing finance people.

    • See 1 previous
    • Cammy Corrigan Cammy Corrigan on Jul 12, 2010

      +1 Or they get taken over by career managers. The types who think "Well, I ran a food company, therefore, I must be able to run a car company. How different can it be? I have a degree in Business Administration, for goodness sake!"

  • Tim Mojonnier Tim Mojonnier on Jul 12, 2010

    Toyota--as well as other Japanese companies--has a reputation for having a secretive corporate culture. It is characterized by the following quote: "If it stinks, put a lid on it." Furthermore, decision-making has been highly centralized in Toyoda City, Japan. And the leaders are a group of old men who thus far, have been unwilling to relinquish power. The recommendations from JUSE are good ones, but will the leaders in charge be willing to cultivate an environment where information is exchanged among competing departments? Given Toyota's history and stature as the worlds' largest automobile manufacturer, I am skeptical that the bureaucracy can be tamed. In the meantime the following survey of young people indicates that potential buyers will be leaving Toyota in droves: http://wp.me/pQr4T-97 Timothy M Mojonnier

  • Gardiner Westbound Gardiner Westbound on Jul 12, 2010

    This LA Times Lexus ES chronology tells one all he needs to know about Toyota squandering its gold standard image for quality and integrity. Purchasers beware! http://articles.latimes.com/2010/may/23/business/la-fi-lexus-chrono-20100523

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