When a corporation uses slippery doublespeak, particularly for brands with trust trouble, they double down on the damage they do to their reputation.
Who does Toyota think they are fooling when they try to paint the new recall of the Tundra as a “heads up” to dealers of a “special service campaign”? Toyota is reeling from waves of recalls and the appearance of being reluctant to deal with their problems. People are already wary that Toyota is trying to cover up mistakes. By using doublespeak or a regulatory fine point, Toyota confirms their suspicions that Toyota is being less than honest.
Our recent video interviews with consumers reveal they are willing to give Toyota the benefit of the doubt, but how far can Toyota push this goodwill before it is gone?
Building back lost trust in Toyota will take time, meticulous service, swift and decisive responses to every issue, and the strictest adherence to truth. Trying to avoid the word “recall” by spinning with the term “special service”, shows that Toyota is more interested in spinning than being forthright. The brand is bound to suffer.
Any motorist will know that, no matter how much money you pay for a car, how new or old it is, there will always be something that can go wrong. It doesn’t matter how rare the fault is, or how well the car runs most of the time, eventually something can go wrong – and when it does, you often find yourself having to hand over plenty of cash to get it repaired. Toyota Owner Manual
Hi there may I use some of the information here in this post if I provide a link back to your site?
Sure–if the information is helpful, link away.