The last two weeks have been marked by a massive media blitz by parties looking to explain, question and understand the recent recalls issued by Toyota. Toyota itself has also fought to clarify the situation and maintain its image as a safety leader, and in the midst of the multifaceted campaign being waged by many parties, U.S. Transportation Secretary Ray LaHood and Toyota have found themselves at odds on more than one occasion.
The initial conflict between NHTSA and Toyota
Dating back to the widely publicized accident that resulted in the tragic deaths of a California Highway Patrolman and three of his family members, in November 2009, conflict became public between NHTSA and Toyota following a press release by Toyota that was immediately labeled as “inaccurate and misleading,” according to NHTSA. Toyota’s press release in question claimed “that no defect exists in vehicles in which the driver’s floor mat is compatible with the vehicle and properly secured.”
NHTSA immediately released a counter-statement, saying, ” This remedy does not correct the underlying defect in the vehicles involving the potential for entrapment of the accelerator by floor mats, which is related to accelerator and floor pan design.”
The current conflict
Fast forward to today, and yet again Transportation Secretary LaHood has publicly questioned the actions by Toyota throughout the recall process, even dating back to early investigations and the subsequent inaction that followed.
“Since questions were first raised about possible safety defects, we have been pushing Toyota to take measures to protect consumers. While Toyota is taking responsible action now, it unfortunately took an enormous effort to get to this point, ” said LaHood.
Although not directly responding to LaHood’s latest criticism, Toyota released a statement of their own.
Toyota said, “Nothing is more important to us than the safety and reliability of the vehicles our customers drive. Secretary LaHood said to us that the soonest possible action would be in the best interests of our customers, and we took his advice very seriously and instituted a recall.”
Toyota went on to say, “We are very grateful for his advice and we feel that we have been given a chance to regain our customers’ trust. We will continue to cooperate fully with NHTSA on all vehicle safety issues.”
Speaking with the Associated Press, LaHood said that Toyota was “a little safety deaf.”
Detroit News has confirmed that LaHood, among other safety officials, traveled to Japan to visit with Toyota and remind them of the recalls and safety issues just two days before the latest recall involving 2.3 million faulty accelerator pedals.
LaHood said, “DOT officials flew to Japan in December to remind Toyota management about its legal obligations and followed up with a meeting at DOT headquarters in January to insist that they address the accelerator pedal issue.”
According to LaHood’s timeline, it was then five days later that Toyota finally agreed to stop sales of the affected vehicles until a fix could be found – resulting in six North American assembly plants being idled for at least a week.
“We’re not finished with Toyota and are continuing to review possible defects and monitor the implementation of the recalls, ” said LaHood.
According to Detroit News, NHTSA is also considering imposing civil penalties on Toyota for its delayed action, in addition to continuing to closely monitor Toyota.
President Obama’s take
Contrasting the very sharp criticism issued by LaHood and fellow NHTSA officials, President Obama has publicly said that the administration is pleased with Toyota’s plan to address the recent recalls.
The damage
Early estimates from Toyota suggest that the recall will cost Toyota $900 million, and an additional $155 million per week in lost sales revenue.
