That Toyota brand and fleet of vehicles: Matrix, Sequoia, Highlander, RAV4, Camry, Avalon, Corolla, Tundra and Lexus. If any of you are the proud owner of one of these vehicles over the past few years, I’m certain you have horror story after horror story you could testify about before Congress, just as several have done in recent days. Do you ever wonder whether anyone was ever listening to your cry in the wilderness?
Many of us are just too personally familiar with the crisis Toyota now faces as a result of its clandestine relationship with our government which has seriously jeopardized or killed countless Americans on our highways. Toyota, which is headquartered in Japan, culturally addresses issues of irresponsibility and neglect in much harsher terms than the U.S. In fact, the Japanese have long been known as a group in which personal sacrifice (even suicide) is encouraged as part of one’s display of grief, regret and responsibility sharing. Their culture is quick to issue apology after apology and show deep humiliation for their transgressions. Unfortunately in this latest episode, just simply apologizing repeatedly will not be enough to satisfy the tremendous harm and lack of sensitivity to those who have long prized the Toyota brand as the standard of the global auto market.