Toyota explores social platform, financial incentives to improve Takata recall engagement

The Carma Project provides financial rewards for referrals that lead to a fixed Toyota, Lexus or Scion vehicle.

Toyota has detailed a new initiative that employs a peer-to-peer network to increase repair rates for the Takata airbag recalls.

Years after the defective airbag inflators led to the largest auto recall in history, Toyota says one out of every three affected vehicles remains unrepaired.

The Carma Project focuses on engaging friends and family to reach some of the remaining owners who have not yet responded to traditional recall mailings. The platform allows users to send messages to contacts and earn up to $55 in gift cards for vehicles that have been repaired via referral.

"As more automotive manufacturers join Carma Project, more incentives will be added, ultimately leading to our mission of eradicating this ongoing problem," says Carma Project CEO Fabio Gratton.

The Takata defect is projected to require a total of 70 million airbags to be replaced. More than a dozen people have been killed by the exploding inflators.