This much we know about Toyota since Akio Toyoda took the helm as company president: when they screw up, it doesn’t take forever for them to apologize and assume responsibility for their follies.
Whether it’s an emotional press conference from Toyoda himself or a tear-jerker ‘Commitment’ advertisement for the Super Bowl, the brand knows well enough that the two most important words in this situation are ‘damage’ and ‘control’.
So despite the cheesy nature of their new commercial, we have to applaud Toyota for owning up to their mistake. They messed up and they’re taking full responsibility for it.
Whether or not the consumer outrage over this global recall of Toyota vehicles softens up is an entirely different matter. But for now, apologizing and ensuring its consumers that their fully committed to make things right is a good start for the brand to fully redeem itself.