Toyota ’s massive recall of nearly 1 million cars over faulty steering components could actually improve its reputation, says Business Week writer Matt Vella. Analysts say a well-managed recall could be more of an opportunity than a liability. “First of all, well-handled recalls have absolutely no impact on future sales,” says Mark Hass, the former deputy managing editor of the Detroit News and now CEO of the automotive public relations firm Hass MS&L. “Recalls are really customer-relationship issues these days, not marketing. They’re an opportunity to build customer loyalty, brand loyalty.
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