TOYOTA: ANOTHER GAP

While watching “Meet the Press” on NBC this Sunday, I caught Toyota’s latest TV ad. For all the company has been through, it’s still is not properly communicating.

Rightly, the ad’s focus is on safety. Toyota claims it is putting “a million dollars an hour” into improving the safety features on its new cars and other vehicles. Shortly thereafter it says that its new Star Safety System is now standard on every vehicle manufactured by Toyota. But it never defines what the features on the Star System are.

Even in a brief ad, this is the time to substitute facts for some of the unnecessary glossy film and smiling faces, particularly if the company is interested in rebuilding trust.

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