The current Toyota Mark consists of three ovals: the two perpendicular center ovals represent a relationship of mutual trust between the customer and Toyota. These ovals combine to symbolize the letter "T" for Toyota. The space in the background implies a global expansion of Toyota's technology and unlimited potential for the future.
Well that is all well in good in times when you are not in crisis BUT Toyota is in a time of crisis right now - They've recalled 8.1 million vehicles to an estimated cost of $2 billion dollars and now their is a federal probe into the brakes on the Prius. A situation like this is a PR nightmare for any company and more so for one like Toyota.
Toyota is Japanese company owned by a Japanese family (Toyoda) but you'd never know it from their lack of media presence during this current recall crisis. Akio Toyoda is said to have strongly held views on the importance of quality and reliability of Toyota products and yet even he has not appeared in any of the recent media press events.
If Toyota is to save it's reputation it needs to speak frankly with the US customer. Just the family making an appearance and speaking before the customers and media would go a long way to foster good will and at least help the drivers of Toyota's to understand the issue. It would also give Toyota a human face, the same way having the Ford family speak for FORD at times during Ford's Bold Moves campaign & documentary webisode series.
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