Defend Truth

Toyota’s Toyoda apologises to da world

Toyota’s Toyoda apologises to da world

In what seems to be an unusually deep and heartfelt apology even by Japanese standards, Toyota’s new CEO, Akio Toyoda virtually donned sackcloth and covered himself ashes on Friday. The immediate reason was the fatal crash that killed a Californian family of four, and which was blamed on a badly designed floor mat. This sparked the biggest vehicle recall (3.8 million cars) in history. But that was only the beginning: Toyoda went on to apologise for probably losing $5 billion this year, as well as having to close a factory in California after venture partner, GM, went bust. Although welcome, his expressions of grief and sorrow are seen by analysts as laying the ground for substantial changes and probably an entire new direction for the world’s biggest carmaker. Though Toyota’s 2009 losses are relatively puny, especially compared to those of their US rivals, a cloud of fear now hangs over the giant company. Toyoda’s apology may just have started the process into the brave future. Just no Camries anymore, please.

Gallery

Please peer review 3 community comments before your comment can be posted

We would like our readers to start paying for Daily Maverick...

…but we are not going to force you to. Over 10 million users come to us each month for the news. We have not put it behind a paywall because the truth should not be a luxury.

Instead we ask our readers who can afford to contribute, even a small amount each month, to do so.

If you appreciate it and want to see us keep going then please consider contributing whatever you can.

Support Daily Maverick→
Payment options