How is the Toyota case handled now?

Moderator: Akio Toyoda attended the hearing of the US Congress on the 24th, and accepted questions from members of Congress in the most humble state to express Toyota's sincere attitude. He even cried at that time, and Hailin saw this scene. What were you thinking at that time? Ye Hailin: At this hearing, everyone who attended the meeting spoke first, which means that everyone will blame Toyota first, and then let Akio Toyoda answer questions. The question answered is either a technical detail or a question for you to explain, or whether it has actually risen to a moral question, that is to say, whether Toyota should answer the question honestly, so Toyota can't answer it, because whether it answers or not is for the sake of Toyota's reputation. Lin Hong: Therefore, we can look at members of the US Congress. Whether your answer by Akio Toyoda is sincere or not, first of all, I will give you a definition. You are a man-eating crocodile. Because there are so many traffic accidents in the United States related to Toyota, your tears are actually crocodile tears in the eyes of the American public. Moderator: Actually, after observing Akio Toyoda, his attitude towards this incident is quite interesting. When he attended the annual meeting in Davos, he claimed that it was not convenient to comment, but when he saw his first public bow on February 5, he began to apologize. On February 24th, he said that he would not attend the American hearing, and admitted his mistake and apologized. This attitude has changed a lot. Ye Hailin: The point is that Toyota doesn't think it is so sinister. Until he arrived in Washington, everything was completely different from what Toyota expected. Then we noticed that all Toyota's global recall activities and crisis management activities have been greatly accelerated, because Toyota may find out overnight that this is not a matter of credibility, but a matter of life and death. Moderator: There must be a lot of pressure behind this. Lin Hong, where do you think this pressure mainly comes from? Lin Hong: Toyota has now clearly seen who is the real driving force behind the incident, because after the financial crisis in 2007 and 2008, the American auto industry experienced great turmoil. GM, Chrysler and Ford are no longer GM and Ford in the traditional sense. Who is behind GM? It's the United States government. When a company competes with the national government, it finds that it must be the loser. At this time, a good attitude must be a must, especially if you have so many handles to catch each other. For Toyota, the biggest headache now is what the US government has to catch him. He may not know in his heart. Anyway, first of all, limit this matter to the current scale, and we must not let it ferment. Ye Hailin: Now Americans have a card to play on March 5th. Investigating whether Toyota is suspected of bribing some government departments or officials of the United States government is a criminal issue, and its nature has changed immediately, from an attitude issue to the most basic moral issue, or Toyota may still be an irresponsible multinational company, but if a hearing is held on March 5 and Toyota is convicted, then he is either irresponsible or malicious, and the American government will be under pressure from the American public at that time. Moderator: In addition to the investigation and evidence collection by the US Congress, the civil lawsuit from the people has just begun. It is reported that a former American Toyota lawyer named Biller has kept a lot of evidence for a long time, and now he will submit it to the court. Lawyers all over the United States hope to restart the lawsuit against Toyota after seeing the case of former American employee Biller of Toyota. Many lawyers said that they had many civil lawsuits about Toyota rollover, including various models of Toyota cars. After seeing the accusation that former Toyota employees told their old employers to hide safety data, many lawyers said that they would restart their cases for many years. The reason is that "the case was restarted because Toyota was suspected of fraud and deleted and refused to produce relevant documents. Toyota has recalled more than 8.5 million vehicles worldwide, including about 6 million in the United States. On June 5,438+10, Toyota's sales in the United States decreased by 16%, and fell below 65,438+10,000 vehicles for the first time. The market share dropped from the first to the third. At present, the downward trend continues. The pedal door incident not only humiliated Toyota, but also caused its share price to plummet. As of February 24th, Toyota's share price dropped from10.9% to $74.33 from $965438+$0.78 on October 9th. Ye Hailin: Many things make us think that in retrospect, it is quite intriguing. In 2006, there was a complete record of a sudden acceleration accident of a car that did not cause casualties, not the one just now. It was witnessed and there was physical evidence. It can be seen how well Americans have left everything that can hit Toyota. Moderator: What I want to ask is, will it make the American people completely lose confidence in the Toyota brand? Lin Hong: This is the tears of Toyota and our consumers. Who is more sorry and whose authenticity is higher? I believe that American consumers have made a judgment in their hearts. Another Toyota incident, the United States took various measures. First, the transportation authorities have suggested that Toyota cars have quality problems, such as notification and accusation. Then the media made a big fuss about the quality of Toyota, followed by a hearing held by the US Congress, followed by the United States. We know that the United States owns several major rating agencies in the world. Although many industries in Japan and Europe are developed, the general rating agencies are still in the hands of the United States, including the definition of credit rating. For the average American consumer, he believed what these public opinions reported, so now Toyota is described in this way on American soil. Moderator: martin wolf, editor-in-chief of the Financial Times, returned to London after the Davos meeting. He wrote an article, probably saying that in 20 10, in order to avoid a second recession, the high unemployment rate will definitely bother every leader in Europe and America, so trade protectionism may rise. Will Toyota brake doors be trade protection this time? Is this his essence? Watch the short film first. After the quality problems of Toyota appeared, Toyota quickly put a large number of image advertisements in major media in the United States to promote "Toyota loves America" and "Toyota and American culture grow at the same time". The public relations company invited by Toyota launched public relations lobbying at various levels, such as the US Congress, and Toyota began to sell cars at reduced prices in the United States to save the market reputation. The American media unanimously reported Toyota's problems, while local American enterprises took the opportunity to publicize that Toyota owners would give preferential treatment to American brand cars. At the same time that Toyota recalled the problem vehicles on a large scale, Ford also announced the recall of its 654.38+0.7 million vehicles with brake failure. Chrysler cars in the United States have hidden dangers due to airbags. Announced the recall of 3,654.38+0.2 million MPV models, but the news was either ignored by the American media or not reported in depth. Moderator: We are concerned that the media also played a very important role in this Toyota braking incident. Is there anything you are particularly interested in when Mr. Hailin observes the operation of the media? Ye Hailin: After all, the Japanese media are in a dilemma on this issue. If you defend Toyota, you may also be accused of defending a murderous car brand. However, if you criticize Toyota, you fall into the injustice of Japan. Therefore, the position of the Japanese media is very embarrassing, and the media can stop talking. Moderator: Toyota did nothing else. This has always been a defensive strategy. Even the governor of Michigan wrote an open letter on the The New York Times, telling you not to go too far with members of Congress. Toyota has set up a factory in the United States and employs 2 million Americans, so enough is enough. Ye Hailin: This move is very unwise. Writing such a letter at this time has undoubtedly given these anti-Toyota media an excellent reason to accuse Toyota of using some grassroots governments and some federal units in the United States to manipulate American politics. Moderator: So this time, Akio Toyoda, 53, took the heads of 34 major public relations companies in the United States to lobby in Congress, but what we saw was a fiasco, so recently, Japanese and Korean cars were recalled on a large scale. Akio Toyoda's tears on Capitol Hill triggered a series of butterfly effects. On February 25th, three other Japanese automakers announced the recall, including Nissan recalling 78,000 cars, Suzuki recalling 432,000 cars, and Toyota's Daihatsu recalling 60,000 cars in Japan. This is another recall of Japanese cars after Toyota released 8.5 million recalls around the world. In addition, Hyundai Sonata also announced a global recall of 47,300 vehicles. For a time, many so-called world-class cars have such problems. Ye Hailin: Like Nissan, like Daihatsu, some Korean cars have begun to carry out large-scale quality recalls in case of emergency. Now they have to recall more than 300 thousand cars. It's not necessarily that they found that their car had a big quality problem. In my opinion, this is more of a crisis response method for a strong man to break his wrist. I hope I can quickly cut off one of my little fingers to prevent you from cutting off my hand with an axe or even beheading a car company in the American market. It should be said that all car companies are worried about this matter now, but they just don't know who will pay the bill next in the United States. From Toyota's point of view, Americans are well prepared. Who knows that the U.S. Congress doesn't keep the files of other car companies, and doesn't give everyone a classification number? It depends on your attitude. Moderator: Some media will interpret it. In 2008, Toyota sold nearly 8.98 million vehicles, driving GM out of the position of the world's number one for 76 years. This incident is the fuse, and Americans want to bring down Toyota with the failure of the brake system of this Toyota car. Do you think this statement makes sense? Lin Hong: After the overthrow of Toyota, the blow was made in Japan, because there is a saying in Japan that Toyota basically represents the best quality of cars, and Toyota manufacturing is equal to Japanese manufacturing. Let's promote what is made in Japan, which is basically equal to made in Asia. It represents the best level of Asian manufacturing, so when American consumers and American media make a fuss about this issue, they will find that Toyota has been pushed down and made in Japan as a whole. Not only the automobile industry, but also a great blow. Pushing down the Japanese manufacturing industry may have a great negative impact on the products of other Asian countries, such as South Korea and even our products in China. Ye Hailin: We have neglected it since 2009, that is, since 2009, the United States has not started from Japanese enterprises, but from China enterprises. As we know, Obama is the first American president to launch special safeguard. Over the past year or so, the trade friction between China and the United States has also been very fierce. It should be said that those trade frictions may involve 8,000 American manufacturing jobs, and the American Steelworkers' Association can directly save tens of thousands of jobs by cracking down on China's steel industry and tire industry. Then at that time, no Japanese company realized that the US-China trade war would one day turn into a US-Japan trade war. They all thought it was because China exported too much to the United States, but they didn't think Japanese exported too much to the United States. When the desire of the United States to revitalize the economy exceeds the desire to maintain the Japan-US alliance, the United States will naturally attack Japanese enterprises. It should be said that Toyota did not think of it, nor did Japanese companies. Lin Hong: For example, we also export clothes and socks, but the production of socks is of no value to the United States. If we take down a Toyota, all other car companies will be afraid. In general, car recalls are very common. However, in the current situation in the United States, he may have some doubts about companies such as Toyota in Japan, and he will think that you have committed the original sin. There is already a problem. We know that stocks will always go up and not down, and so will cars. In this context, you suddenly made a decision to cut prices sharply, which made consumers feel uncertain. So now you look at Toyota brands in the United States. If you want to return to the previous state, I think it is really too difficult. Moderator: So his bottom line, what do you think is the bottom line for Japan? Will it make Japanese cars go to the lost decade after the agreement? Lin Hong: From the perspective of the United States, there is no bottom line for attacking Toyota. Toyota's expansion is very similar to that of Japan 85 years ago. At that time, Japan continued to expand, forcing the yen to appreciate. Japanese businessmen go to the United States to buy houses and land, and they can't wait to buy America. This is also the case now. Toyota has greatly expanded in the past few years, and its car production is expected to increase by millions every year. By 2008, it will become the largest automobile empire in the world. America has given Toyota a big domestic market. In the process of stretching Toyota's front, its loopholes gradually emerged. For the United States, it immediately collected enough evidence to bring you down. Next, for the United States, the younger brother is the younger brother and Japan is the younger brother. For brother, you can never be equal. Ye Hailin: Because Japan is not qualified for political negotiations with the United States, it is most convenient for the United States to attack Japan. During the Plaza Accord, the yen was attacked once, which seems to have worked. The Japanese economy immediately fell into a downturn. Now, if a Japanese car is attacked again, we can imagine what the Japanese will do even if he is no longer happy. He has no means to retaliate against the United States. Moderator: If the China market abandons Japanese manufacturing in the fastest-growing automobile sales market in the world, will the myth of Japanese manufacturing be shattered? Ye Hailin: Toyota wants to use the China market to keep half the country. Improving quality is his inevitable choice. So it is impossible to repeat the syllogism we talked about at the beginning of the program and the quality requirements for cars. In that case, Toyota will lose the China market sooner or later, so at this juncture, if Toyota wants to survive, it can consider itself unlucky, but it cannot consider itself innocent. Toyota can feel that this round was caught by Americans and killed. It's because Americans are a little deviant, but after all, Toyota has braids in other people's hands. He wants to turn it over next time and cut off the braid first. Moderator: Well, today's discussion is over. Finally, I will show you a very crucial video. Be sure to keep your eyes open, because this video tells you that the car will suddenly accelerate in an emergency. What kind of hedging action can you make in this situation? Be sure to watch it, because it may save your life and others'. Let's have a look. Patch 8 When driving, try to put the vehicle gear into neutral. It's not easy, but it's the most important thing, forcing people to put gears in neutral. Never step on the brakes, and don't step too deep. If you step on the brakes too deeply, you will lose control of your braking ability. According to the advice of the test experts, don't turn off the vehicle. If you shut down the vehicle, you will lose power control and braking ability.