Login to your account
Not a member? Register now.

Subscribe To The Blog:

Follow Us

The Latest News And Reviews
Throughout The Car Industry

Toyota Recall Companion Pt. 3: What Akio Had To Say

Comments: Leave | View
On: Thu, Feb 25, 2010 at 2:51PM | By: John Welch

Toyota Recall Companion Pt. 3: What Akio Had To Say

Mark McGwire was a hell of a baseball player. On the field, he was unstoppable. In court, not so much. Same with Roger Clemens. Testifying just wasn't their bag. How about Akio Toyoda? How did he fare against the awkward jabs and sideways questions presented to him on Capitol Hill?

Enter the post, and decide for yourself . . .


FEBRUARY 24, 2010

Thank you, Chairman Towns.

I am Akio Toyoda of Toyota Motor Corporation. I would first like to state that I love cars as
much as anyone, and I love Toyota as much as anyone. I take the utmost pleasure in offering
vehicles that our customers love, and I know that Toyota’s 200,000 team members, dealers, and
suppliers across America feel the same way. However, in the past few months, our customers
have started to feel uncertain about the safety of Toyota’s vehicles, and I take full responsibility
for that. Today, I would like to explain to the American people, as well as our customers in the
U.S. and around the world, how seriously Toyota takes the quality and safety of its vehicles. I
would like to express my appreciation to Chairman Towns and Ranking Member Issa, as well as
the members of the House Oversight and Government Reform Committee, for giving me this
opportunity to express my thoughts today.

I would like to focus my comments on three topics – Toyota’s basic philosophy regarding quality
control, the cause of the recalls, and how we will manage quality control going forward.
First, I want to discuss the philosophy of Toyota’s quality control. I myself, as well as Toyota,
am not perfect. At times, we do find defects. But in such situations, we always stop, strive to
understand the problem, and make changes to improve further. In the name of the company, its
long-standing tradition and pride, we never run away from our problems or pretend we don’t
notice them. By making continuous improvements, we aim to continue offering even better
products for society. That is the core value we have kept closest to our hearts since the founding
days of the company.

At Toyota, we believe the key to making quality products is to develop quality people. Each
employee thinks about what he or she should do, continuously making improvements, and by
doing so, makes even better cars. We have been actively engaged in developing people who
share and can execute on this core value. It has been over 50 years since we began selling in this
great country, and over 25 years since we started production here. And in the process, we have
been able to share this core value with the 200,000 people at Toyota operations, dealers, and
suppliers in this country. That is what I am most proud of.

Second, I would like to discuss what caused the recall issues we are facing now. Toyota has, for
the past few years, been expanding its business rapidly. Quite frankly, I fear the pace at which
we have grown may have been too quick. I would like to point out here that Toyota’s priority
has traditionally been the following: First- Safety, Second- Quality, and Third- Volume. These
two priorities became confused, and we were not able to stop, think, and make improvements as
much as we were able to before, and our basic stance to listen to customers’ voices to make
better products has weakened somewhat. We pursued growth over the speed at which we were
able to develop our people and our organization, and we should sincerely be mindful of that. I
regret that this has resulted in the safety issues described in the recalls we face today, and I am
deeply sorry for any accidents that Toyota drivers have experienced.

Especially, I would like to extend my condolences to the members of the Saylor family, for the
accident in San Diego. I would like to send my prayers again, and I will do everything in my
power to ensure that such a tragedy never happens again.

Since last June, when I first took office, I have personally placed the highest priority on
improving quality over quantity, and I have shared that direction with our stakeholders. As you
well know, I am the grandson of the founder, and all the Toyota vehicles bear my name. For me,
when the cars are damaged, it is as though I am as well. I, more than anyone, wish for Toyota’s
cars to be safe, and for our customers to feel safe when they use our vehicles. Under my
leadership, I would like to reaffirm our values of placing safety and quality the highest on our list
of priorities, which we have held to firmly from the time we were founded. I will also strive to
devise a system in which we can surely execute what we value.

Third, I would like to discuss how we plan to manage quality control as we go forward. Up to
now, any decisions on conducting recalls have been made by the Customer Quality Engineering
Division at Toyota Motor Corporation in Japan. This division confirms whether there are
technical problems and makes a decision on the necessity of a recall. However, reflecting on the
issues today, what we lacked was the customers’ perspective.

To make improvements on this, we will make the following changes to the recall decisionmaking
process. When recall decisions are made, a step will be added in the process to ensure
that management will make a responsible decision from the perspective of “customer safety
first.” To do that, we will devise a system in which customers’ voices around the world will
reach our management in a timely manner, and also a system in which each region will be able to
make decisions as necessary. Further, we will form a quality advisory group composed of
respected outside experts from North America and around the world to ensure that we do not
make a misguided decision. Finally, we will invest heavily in quality in the U.S., through the
establishment of an Automotive Center of Quality Excellence, the introduction of a new position
– Product Safety Executive, and the sharing of more information and responsibility within the
company for product quality decisions, including defects and recalls.

Even more importantly, I will ensure that members of the management team actually drive the
cars, and that they check for themselves where the problem lies as well as its severity. I myself
am a trained test driver. As a professional, I am able to check on problems in a car, and can
understand how severe the safety concern is in a car. I drove the vehicles in the accelerator pedal
recall as well as the Prius, comparing the vehicles before and after the remedy in various
environmental settings. I believe that only by examining the problems on-site, can one make
decisions from the customer perspective. One cannot rely on reports or data in a meeting room.

Through the measures I have just discussed, and with whatever results we obtain from the
investigations we are conducting in cooperation with NHTSA, I intend to further improve on the
quality of Toyota vehicles and fulfill our principle of putting the customer first.
My name is on every car. You have my personal commitment that Toyota will work vigorously
and unceasingly to restore the trust of our customers.

Thank you.

Next Installment: What did (the real jerk in all of this), Mr. Inaba, have to say?


Be the first to leave a comment.

Leave A Commment

Allowed HTML tags: <a href=""> <abbr title=""> <b> <em> <i>
Please no link dropping, no keywords or domains as names; do not spam, and do not advertise! rel="nofollow" is in use