Toyota was facing a recall crisis because of a buildup of issues concerning their vehicles. In 2001, the company introduced The Toyota Way, which contained new philosophies on management, manufacturing, and production. Incorporated into The Toyota Way was TPS, or, the Toyota Production System that introduced a way of operating that was too lean for the company’s quick growth. This lean way of producing vehicles lead to the decrease in use of quality parts, thus resorting to less expensive, less quality alternative parts, including gas pedals. In 2010, years after the accelerator issue first appeared, Toyota ended up recalling and eventually halting production on their most popular Toyota and Lexus models due to a sticky gas pedal issue. Unfortunately, six months earlier, an off duty police officer and his family were killed due to a gas pedal sticking in their Lexus. (Russell and Taylor, 2011)
Toyota’s management, employees, and external stakeholders should be able to support their corporate brand with confidence,