Case letter changes the story, and Toyota

Case and Diagnostic Paper

1.     “I
am truly sorry for the concern the recalls have caused. “One of the main
problems that led to the letter being problematic was the fact that it failed to adequately give a comprehensive apology.  The recall was due to a quality issue caused
by faulty acceleration pedals. As a result, the letter was expected to issue a
comprehensive apology to the customers as a result of the company not
delivering quality cars. Further, the problem had put consumers at risk since
it was a great threat to customer safety. In the letter, Jim Letz the President
and Chief Operating Officer of Toyota failed to issue apologies on behalf of
the company for the safety concerns that had been raised by the manufacturing
fault. Instead, he chose to apologize in the introductory paragraph of the
letter for the concerns that the recalls had caused. He failed to apologize for the main problem which was the
manufacture of cars with faulty acceleration pedals. He should have issued an
apology to Toyota’s customers since the faulty acceleration pedals were likely to cause accidents due to
unintended acceleration. He was therefore expected to calm the general public
and the company’s customers by apologizing
on behalf of the company for the manufacture of substandard cars. Throughout
the letter, Jim does not address this issue and appears not to be sorry for the
inconveniencies that the faulty vehicles
had caused on unsuspecting and loyal customers. He fails to use an apologetic
tone bearing in mind that he was addressing customers who were already in
possession of the faulty cars.

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2.      “We have launched a comprehensive plan to
permanently fix the vehicles we’ve recalled because, in rare instances, accelerator pedals can, over time, become slow
to release or get stuck.” This part of the letter was inaccurate and misleading
because the fault was not caused by the vehicle having been used for a long
time. On the contrary, they recalled the
vehicles due to mistakes made during the manufacturing of the said vehicles.

The letter changes the story, and Toyota
fails to acknowledge their mistake openly.

Their choice of diction too makes the statement self-contradictory. First, they
said they wanted to ‘fix’; one fixes a mistake done either consciously or
unconsciously. In the same statement,
they stated that the ‘accelerator pedals can,
over time, become slow to release or get stuck’, here, they failed to take responsibility. The letter left their
customers wondering why Toyota wanted to fix a problem whose cause was not
attributed to them.

3.      “We’ve tested our solution rigorously, and are
confident that it works.” The tone used in this statement is not reassuring to
the customers. The fault in the accelerator pedal had already caused several
deaths, and other people were injured due
to accidents. Thus, the letter needed to assure the clients beyond any
reasonable doubt that after the recall, their safety on the road would not be
compromised again. However, this is not evident in this statement. Also, this
idea is wrongly placed in the letter. It would have been more appropriate had
it been placed in the second last paragraph so that the writer signs off on a
high and reassuring note.

 

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