1、豐田召回事件Quality Division豐田召回事件312TROUBLEDAMAGEREVIEWDeep impact on ToyotaCrack on Toyota legacyGlory days of Toyota豐田召回事件Glory days of .Production/sales #1 for 3 years (20072009)Qualityaward # 1in latest 10 yearsBrand value # 1 for 6 years (2004 2009 )豐田召回事件Best quality = Lexus-likeHow do you spell qu

2、ality ?L E X U S !*Source : 一番理由, Bob Sliwa- Source : / Jun. 29. 2005 - Appeal to customers with achieving top quality - IQS No.1 for the 9th consecutive year (97 05 ), - VDS No.1 for the 13th consecutive year (9507) LEXUS-likeAdj : Means best product and qualityin automotive industry. Quality豐田召回事件

3、20012003200520072009830859838937781 1. Toyota691678812890720 2. GM593654621619629 3. VW511572613616570 4. R/Nissan499536524596481 5. Ford450436486396464 6. H/K318329372383339 7. Honda267305339343319 8. PSA265291339268231 9. Suzuki* Source : Automotive News Data Center (09 DATA, summary in press rele

4、ase)(unit : 10,000)(unit : 10,000)Rapid quantitative expansion after 2000. Top maker rated after 2007 Global #1 in salesin automotive industry. Sales豐田召回事件Best top brand Brand value* Source : Businessweek & Interbrand, 2009Toyota193Honda149Ford109Cadillac102Benz10012345 Brand imageSource : Consu

5、mer Reports, 2009ToyotaBenzBMWHondaFordVWAudiHyundaiPorscheFerrari1234567891032.323.921.717.87.06.55.0(unit : $ Billion)(unit : $ Billion)(unit : points)(unit : points)in automotive industry. BrandSucceed on both category. Corporation and Quality豐田召回事件Role Model for All Industry. System9765

6、225051Number of published book by makerAll of company want to benchmark* Source : A, Search “Production System”31Related Books about ToyotaRelated books about global leading makersToyota production system. Global role model 豐田召回事件Motive power of Toyota growth QualityOutstanding quality leads brand,

7、sales, production SystemBrandSalesProductionSystemMost reliable car (2005. 10 )- Toyota : 15 / 31 modelCR ReliabilityLexus No. 1 for 9 years (19972005)JDP IQSJDP VDSLexus No. 1 for 13 years (19952007)Segment winner ; 10 / 18 (2005) “ Toyota Car = Quality Car ” 豐田召回事件Glory days of Toyota12Deep impact

8、 on Toyota3TROUBLEDAMAGEREVIEWCrack on Toyota legacy豐田召回事件Crack on Toyota legacy. Security ?Electronic ?Braking ?Body ?Interior ? Chassis ?豐田召回事件Toyota sales vs. recalls in U.S.Progress of sales and recalls of Toyota Source : Automotive News Datacenter(0309), NHTSA SalesRecalls(Unit : Thousand)06090

9、30408071,8662,0602,5432,6202,2181,7702001,0576575859504,870Questions grow on Toyota manufacturing quality. Sales , Recall Increasing recallToyota sells in the U.S. has grown, but the number recalled has risen more ( 2005, 2009 year )052,2302,262豐田召回事件Recall Domino ?. Toyota Lexus PriusEven Prius, th

10、e pride of tech. . brake system recall Body parts.frame Interior parts. floor mat Braking concern. brake Electronic parts. window control sys. Security parts seat belt Chassis parts. gas Pedal StuckOn-going Toyotas recall (all kinds of features)Lexus is on the recall list. . fuel delivery pipe &

11、 brake system recall豐田召回事件 Body partsNov. 24. 2009Frame corrosion ; Tundra 110,000The National Highway Traffic Safety Administration told owners of some 2000-2003 Toyota Tundra trucks to remove spare tires mounted underneath the body of the vehicle. Excessive corrosion due to road salts can cause th

12、e rear cross-member of the vehicle frame to fail and allow the spare tire to fall onto the roadway at any time, creating a road hazard for other vehicles.NHTSA said the corrosion may damage the rear brake lines and lead to brake system failure”. Last year, Toyota offered to buy back 1995-2000 model

13、year Tacoma pickups whose frames were rusted beyond repair. 豐田召回事件HistoryHistorySuspicionSuspicion Interior partsOct. 2. 2009Floor mats ; 8 kinds of vehicles (including Camry). 3.8 MThough Toyota recalled accessory all-weather floor mats in 2007 for similar problems, NHTSA noted that reports of vehi

14、cles accelerating rapidly even after the release of the pedal have continued. Toyota issued a safety warning for 3.8 million Lexus and Toyota cars because of potentially deadly floor mats. NHTSA and the automaker warn Toyota and Lexus drivers of certain models to remove that floor mats sooner for sa

15、fety. 2007-2010 Camry2005-2010 Avalon 2004-2009 Prius2005-2010 Tacoma2007-2010 Tundra2007-2010 ES 350 2006-2010 IS 2502006-2010 IS 350豐田召回事件 Braking concern Aug. 26. 2009Brake ; Corolla, Scion. 95,700CorollaScion xDPCV SystemPCV SystemToyota Motor Corp. is recalling about 95,700 Toyota and Scion veh

16、icles sold in the U.S.because ice could accumulate on their braking systems and make it harder for drivers to slow down.The recall involves 2009 and 2010 model year Toyota Corolla, Matrix and 2008 and 2009 Scion xD vehicles, all equipped with 1.8 liter engines, the company said in a statement today.

17、 If people drive the cars in extremely low temperatures,ice may accumulate at the brake system port and decrease braking power and lengthen vehicle stopping distances, Toyota said.Since the condition can happen at low temperatures, 豐田召回事件 Electronic partsAug 24, 2009Window control ; Camry,Vios,Yaris

18、,Corolla 688,314In its largest recall in China, Toyota Motor Co.is recalling 688,314 Chinese-made sedans because of faulty electronic window control systems. The recall affects 384,736 Camry sedans made between May 15, 2006, and Dec. 31, 2008; 245,288 Corolla sedans made between May 17, 2007, and De

19、c. 25, 2008; 35,523 Vios sedans made between Feb. 18, 2008, and Dec. 25, 2008; and 22,767 Yaris sedans made between May 15, 2008, and Dec. 31, 2008 window control modulewindow control modulePart of much greaseapplication豐田召回事件 Security partsJan. 2009 Seat belt ; Vitz, Belta & Ractis. 1.36MToyota

20、 Motor Corp., the worlds largest carmaker, will recall 1.36 million cars in Japan and overseas to fix faultyseat belts, exhaustsystems or both. Toyota will recall 525,898 Vitz, Belta and Ractis models in Japan built between January 2005 and April 2008, it said today in a filing to the Japanese trans

21、portation ministry. The carmaker will also recall about 830,000 of the three models exported overseas with the faulty seat belts, spokeswoman Yasue Kato said by phone today. BeltaVitzRactisseat belt pretensioner seat belt pretensioner 豐田召回事件SuspicionSuspicionStopStop Chassis parts Jan. 22, 2010 Acce

22、lerator pedal ; 8 kinds of vehicles 2.3M 2009-2010 RAV4 2009-2010 Corolla 2009-2010 Matrix 2005-2010 Avalon 2007-2010 Camry 2010 Highlander 2007-2010 Tundra 2008-2010 SequoiaA mechanical problem could cause the gas pedals to stick and cause unwanted acceleration in 2.3 million of its vehicles, inclu

23、ding recent models of its popular Camry and Corolla sedans. (1.7 million were included in the floor-mat campaign)The condition is rare, but can occur when the pedal mechanism becomes worn and, in certain conditions, the accelerator pedal may becomeharder to depress, slower toreturn or, in the worst

24、case,stuck in a partially depressedposition.The automaker first heard complaints about pedal malfunction in the Tundra truck in March 2007.豐田召回事件Lexus . corrosionJan. 16. 2009Fuel delivery pipe ; 214,500 vehiclesToyota said Friday that it has launched a safety recall of about 214,500 Lexus vehicles

25、sold in the U.S.due to the potential corrosion of the cars fuel delivery pipes.The recall affects GS300/350, IS250/350, and LS460/460L Lexus vehicles with model years 2006 through 2008. According to Toyotas statement, some ethanol fuels with a low moisture content may corrode the internal surface of

26、 the fuel delivery pipes, resultingin a fuel leak over time. The pipe corrosion may trigger the malfunction indicator light in the vehicles, the company said.Fuel leakFuel leak豐田召回事件Prius not workingFeb. 6. 2010 Brake ; 270,000 vehicles The National Highway Traffic Safety Administration (NHSTA) is a

27、ssessing 124 reports from owners about a momentary reduction in braking performance while driving on rough or slick roads. It said there were four reports of accidents due to a braking problem. Toyota is preparing to announce a plan to repair the brakes on 270,000 hybrid Prius cars sold in the U.S.

28、and Japan in the past year.Word of the plan affecting the 2010 model year car was revealed in a letter e-mailed to Toyotas 1,200 U.S. dealers Friday night.ExpansionExpansion豐田召回事件Toyota , Recall ? Recall ? Recall ?“ Toyota has sacrificed its legendary quality in recent years to reach the goal of bec

29、oming the worlds No. 1 automaker ”- Nov. 26, 2009 - Oct. 5, 2009 -“ Toyota has made mistakes adding too much capacity and growing arrogant. ”Jan. 27, 2010 .focus on rapid growth appears to have comeat a cost to its reputation for quality Quality mistakes become disaster to Toyota.豐田召回事件Glory days of

30、 Toyota123Crack on Toyota legacyTROUBLEDAMAGEDeep impact on ToyotaREVIEW豐田召回事件Deep impact on Toyota.Sales.Brand image.Resale value.豐田召回事件Resale value.Trade-in value of a 2009 Toyota Camry has fallen by 4 percent to 6 percent ( $13,967 = $ 11,233.could fall up to 10 percent in short term Defection Re

31、tention Value Continuous declineKBB lowers recalled Toyota resale value again Kelley Blue Book lowered the used-car values of recalled Toyotas for the second time in two weeks. It initially decreased the value of the recalled vehicles by 1% to 3% but followed the next week with another downward tick

32、 of 1.5%. February 9, 2010 February 9, 2010 豐田召回事件The lowest monthly sales since January 1999Toyotas sales slumped to 98,796 from 117,287, the lowest monthly total for the Toyota City, Japan-based automaker since January 1999, based on data compiled by Bloomberg. Ford outsold Toyota, reversing last years pattern. ; Toyota sales slide 16% after recall as GM, Ford gain- Feb. 2, 2010 -25%09.1 117,28710.1 98,79609.1 128,19810.1 146,31509.1 93,04410.1 116,277* Source : Automotive news data center U.S. auto sales, January 2010H/K13%VW40%D