Toyota recalls lead chain reaction Guangfeng brand loyalty tested

Toyota is falling into a crisis of confidence triggered by recalls. Customer complaints are spreading from the US to Japan, where the complaint models spread from the RAV4, the Camry, which is announcing the recall, to the 2010 Prius hybrid. In the world's fastest-growing Chinese market, the concerns of Toyota's car consumers have also begun to worsen.　　Recently, many netizens in the Car Friends forum Hot discussion RAV4 recall, some netizens even began to worry about in China, the Camry, Highlander whether there are similar quality problems? At the same time, the Toyota Motor recall is sweeping the car industry chain to the relevant stakeholders. CTS, which produces matching parts for the recall, has tumbled. Recently, this newspaper has conducted an in-depth interview on the recall to understand the situation.　　This newspaper will continue to pay attention to the global recall of Toyota Motor and its possible ripple effect in China. ⊙ reporter Qionghua 0 editor xiaohua Toyota Global Crisis market value plunged more than 30 billion U.S. dollars as now the world's largest auto company, Toyota car on the development of high-speed road "driving", a hit "quality safety door."　　The accelerator pedal recalls are still in progress, and the US and Japan are questioning the safety of the Prius hybrid. A week after Toyota announced it would recall some vehicles in Europe, the Middle East, North America and China, the company announced a recall of 2.3 million vehicles due to a mechanical design flaw in the accelerator pedal.　　Toyota will recall nearly 7 million vehicles worldwide, more than its 2009 global sales, according to estimates from the accelerator pedal problem. Yesterday, the original lean Enterprise China company vice president and consulting business Director Shanhong pointed out that in the high-speed expansion of the idea, the Toyota car stabbed the quality of the hornet's nest. It is understood that since August 2007, Toyota Motor Global recall into the total outbreak period, the recall accelerated in 2009, the recall scale significantly expanded.　　According to incomplete statistics, since 2007, the global recall of Toyota Motor vehicle has exceeded 20 cases, recalled more than 10 million vehicles, among them, the recall order has been issued more than 10 times since 2009, the recall vehicle or the proposed recall vehicle more than 8 million vehicles. Analysts expect the recall to cost Toyota at least 2 billion dollars. Although Toyota has not disclosed any possible losses to the global recall, the capital markets have responded quickly.　　Since January 21, Toyota Motor issued a second recall order to February 3, its market value has fallen 18.72%, shrinking more than 30 billion U.S. dollars. On February 4, Toyota's shares continued to fall, plunging 3.53%. Industry insiders pointed out that this is because the Toyota hybrid car Prius in the United States and Japan are involved in the complaint storm. Japan's Ministry of Traffic said February 3 that it had received 14 complaints about the latest Toyota Prius brake failure on bumpy or slippery roads, including a car crash. In the US, the Prius fan, Apple co-founder Steve Wozniak, has also become one of the complainants. After owning 4 Prius, Wozniak found that "the 2010 Prius will not listen toSpeed up, the maximum speed of 156 kilometers. "Toyota's quality problem has aroused the high concern of the U.S. authorities.　　February 3, U.S. Department of Transportation Secretary Ray LaHood said he hopes to meet Toyota's safety problems and solutions and Toyota Motor chief executive Akio Toyoda direct talks. Two big concerns for Chinese consumers the Chinese consumer's suspicions are mounting as Toyota's big apology ads appear in major North American newspapers.　　Recently, the owners of RAV4, Carol and Camry began to "fear", and on the Internet to discuss the recall, its doubts mainly point to two o'clock. First, in the accelerator pedal recall, why the number of recalls in China accounted for only 1% of its global recall?　　According to statistics, Toyota's global recall of more than 7 million vehicles, and in China only announced the recall of 75,552 FAW Toyota RAV4. In this respect, Toyota Motor in China's relevant officials said, "the European and American vehicles of the parts are supplied by CTS." It has been confirmed that Toyota has been selling cars in China and only RAV4 equipped with the accelerator pedal provided by CTS. "This does not completely dispel the concerns of the industry and consumers," he said. The industry can not believe that CTS only for China's 75,552 RAV4 supply. According to the information provided by CTS, the company has two major production bases in the mainland of China, Dongguan and Tianjin respectively.　　This is also Guangzhou auto Toyota, FAW Toyota factory location. Industry experts point out, "some people think this is only the accelerator pedal problem, in fact, it is not so simple." CTS is a manufacturer of electronic components, the accelerator pedal does not depend on the mechanical throttle La Solay operation, should be through the electronic control sensor conduction operation. If the problem is not ruled out is the safety of automotive electronic information. "Shanhong pointed out," in the design, the car safety system is strong fault-tolerant, that is, failure, should automatically guide the safest mode. Take the accelerator pedal event as an example, the failure should be directly led to the brakes, rather than acceleration. Second, consumers are worried about whether China's existing Toyota models hide other flaws, such as power and safety. Toyota's overseas recall of vehicles including the Camry, Highlander, RAV4 and so on, but China's only RAV4 was recalled, has repeatedly been caught in a complaint swirl of the Camry, Highlander but not its list, so consumers began to pay close attention to the two models. "About half a month ago," said a netizen posted online. Our unit of the Toyota Camry after the launch of the pedal without any reaction, the instrument panel on the machine oil lamp is bright, after the shutdown and then start, pedal pedal or no response, but very slowly glide, probably repeated 4 times, then the car pedal on the accelerator can be. The next day sent to the 4S shop overhaul, repair results are no problem. The Camry was bought for 2 years. Toyota's Camry in the European and American markets also appeared such a problem, has been recalled, and the domestic market is not to recall the news? "With the active recall of RAV4 FAW Toyota, Guangzhou auto Toyota's VarietyThe complaints of the models were treated with cold treatment. In the Camry brake door, Camry broken shaft door, highlander climbing door incident, Guangzhou Auto Toyota are the main character, but only the brake door incident to the recall form to be resolved, the remaining problems are under the cold treatment of Guangzhou auto Toyota. For example, Highlander climbing door incident, Wenzhou, Mr. Xia complained that the displacement of 2.7 liters of Highlander climbed not about 30 ° slope, performance far less than Ssangyong motor and 1.4 liters of polo. But Toyota's response to this is: Highlander is just a city SUV, not an SUV.　　However, in Guangzhou, Toyota's publicity, packaging, description, record, many times unintentionally show Highlander has off-road function. Industry insiders pointed out that for long-term reputation and brand loyalty considerations, automobile companies should strictly comply with safety standards. At present, the domestic automobile product is many, the consumer's choice is more and more big, the brand loyalty degree is gradually becoming an automobile enterprise can realize the sustainable development an important factor.