Toyota recently announced a massive recall on its popular Sienna minivan. About 700,000 units are being recalled due to a defect that allows the sliding doors to open while the vehicle is in motion. At this point, the recall announcement does not include any information about whether or not anyone has been injured due to this defect, nor how the company learned of the issue.

The recall report specifies that the affected vehicles include model years 2011 – 2016, and, according to the report, the issue happens when the sliding door is “impeded” while operating automatically. This can cause the circuit to overload, which could lead to a failure of the door to properly latch. Recalls are part of manufacturing. Defects happen, and companies have to deal with them. How those companies deal with those issues goes a long way toward improving or impeding that brand’s public relations.

But this is always a cost-benefit evaluation. For Toyota customers, there are few imaginings as nightmarish as the thought of a van door flying open on the interstate, directly endangering the young passengers in the back seats. The first question parents want answered is “are my kids safe!” If not, how can I make them safe, and when will this happen?

Toyota jumped on the problem, effectively answering both questions. First, the recall is for all Siennas from the affected years – bring them in and get them fixed immediately. According to the report, Toyota plans to have this issue completely handled by mid-January.

That’s not exactly “immediately,” but it’s fairly quick considering the sheer numbers involved. Regardless of how large the company, 700,000 is a huge number. To manage a recall of that size properly will take a massive concerted effort by the company.

The biggest “plus” in the column for Toyota, though, is how they have, once again, properly handled a recall. The company is fast developing a reputation for fixing mistakes that are every bit as ironclad as the overall customer satisfaction and assumed quality Toyota is reputed to bring to the table.

After all, this could have been handled very differently. Toyota could have strung it out, tried to keep it quiet and dealt with the problem after major issues had created a tragedy. But, no, they jumped out and addressed the problem quickly, efficiently and, owners hope, completely.

The proof in this pudding is next January though. Will Toyota have the recalls finished in time and have their customers back on the road, safe and happy?

 

Read more from Ronn Torossian:

Ronn Torossian on Forbes
Ronn Torossian on SoundCloud
Ronn Torossian on LinkedIn
Ronn Torossian’s Professional Profile on Muck Rack
Ronn Torossian on Business Insider

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.