Don Esmond, Senior Vice President Toyota Motor Sales, U.S.A. along with Bob Carter, group vice president and general manager of Toyota Division and some dealers fielded media questions about the "sticky accelerator recall". Carter emphasized that the sticky pedal was a "very rare occurance, 13, 10 in the U.S. out of 2.3 million vehicles." Carter says they are repairing the problem at a rate of 50,000 per day and now more than 500,000 have been fixed. The stop sale affected 60 percent of Toyota's unsold U.S. inventory or 112,000 units of which 88,000 have been fixed and are back on sale. Carter emphasized that dealers priority was to fix customers vehicles first. Five million reinforcement bars in 7 different sizes are available to make the repairs with many dealers open 24/7 and adding technicians to get it done. Carter said, "the message is Toyota is open for business".
Esmond says they have to "rebuild the brand, restore confidence Step1. Step 2 is a fine balance between rebuilding the brand and getting back customers." "Did we tarnish the brand? Yes. Did we rust through? No."
Esmond went on to say, "we're a quality brand, we stumbled, I'm sorry for that - we'll recover."
In regards to the 8,000 Toyota Tacomas with a crank shaft part issue, Esmond says that Ford has 14,000 and Nissan 11,000 vehicles affected by the same issue.
Many questions come out of the Toyota sticky accelerator recall and the media's over-attention to it. There have over 10,000 recalls since the 1966 National Traffic and Motor Vehicle Safety Act went into affect so why the heavy focus on this one - because Toyota is the global sales leader? - because they claim to be the quality leader? - because it was known for some time before it was dealt with? - because the auto industry is under such scrutiny and focus after last year's bankruptcies and disastrous sales? Today's media passion for bandwagon over-blown coverage? All of the above?
More importantly is Toyota's fix to the damaged brand image which they will also try to repair quickly.
Toyota says their dealers nationwide have received the parts, information and training they need to fix accelerator pedals which requires about 30 minutes of work.
Many Toyota dealers will offer extended service hours, and some are planning to stay open 24 hours a day until all customer vehicles have been fixed. Others are adding greeters to their service drives, dedicating body shop capacity to expedite repairs, providing free car washes and oil changes, increasing owner communication and providing complimentary maintenance service, among other customer-focused activities.
To support these efforts, Toyota is sending checks of between $7,500 and $75,000 to its dealers in acknowledgment of the additional costs they are assuming to make it easier for customers to have the necessary repairs done quickly and conveniently.
Separately from the recall for sticking accelerator pedals, Toyota is in the process of recalling vehicles to address rare instances in which floor mats have trapped the accelerator pedal in certain Toyota and Lexus models and is already notifying customers about how it will fix this issue. In the case of vehicles covered by both recalls, it is Toyota’s intention to remedy both at the same time.
Toyota is responding quickly and hopes to maintain customer loyalty with apologies from Toyota Motor Sales President & COO Jim Lentz and swift action to resolve an issue which has apparently caused 19 deaths according to longtime consumer watchdog and former Presidential candidate Ralph Nader who was interviewed on KNX News Radio in Los Angeles today. Nader also said that the under-staffed the National Highway Traffic Safety Administration has known about this problem for a some time.
Toyota said today that it will begin fixing accelerator pedals in the recalled Toyota Division vehicles this week after their engineers developed a solution that involves reinforcing the pedal assembly to eliminate the excess friction that has caused the pedals to stick in rare instances.
From the Toyota News Release:
A precision-cut steel reinforcement bar will be installed into the assembly that will reduce the surface tension between the friction shoe and the adjoining surface so excess friction that can cause the pedal to stick is eliminated. Toyota says it has confirmed the effectiveness of the newly reinforced pedals through rigorous testing on pedal assemblies that had previously shown a tendency to stick. In addition, Toyota has developed an effective solution for vehicles in production.
Parts to reinforce the pedals are already being shipped for use by dealers, and dealer training is under way. Many Toyota dealers will work extended hours to complete the recall campaign as quickly and conveniently as possible, some even staying open 24 hours a day. The company has also taken the unprecedented action of stopping production of affected vehicles for the week of February 1.
On January 21, Toyota announced its intention to recall approximately 2.3 million select Toyota Division vehicles equipped with a specific pedal assembly and suspended sales of the eight models involved in the recall on January 26.
Toyota vehicles affected by the recall include: certain 2009-2010 RAV4, certain 2009-2010 Corolla, 2009-2010 Matrix, 2005-2010 Avalon, certain 2007-2010 Camry, certain 2010 Highlander, 2007-2010 Tundra and 2008-2010 Sequoia.
No Lexus Division or Scion vehicles are affected by these actions. Also not affected are Toyota Prius, Tacoma, Sienna, Venza, Solara, Yaris, 4Runner, FJ Cruiser, Land Cruiser, Highlander hybrids and certain Camry models, including Camry hybrids, all of which remain for sale.
Further, Camry, RAV4, Corolla and Highlander vehicles with Vehicle Identification Numbers (VIN) that begin with "J" are not affected by the accelerator pedal recall.
In the event that a driver experiences an accelerator pedal that sticks in a partial open throttle position or returns slowly to idle position, the vehicle can be controlled with firm and steady application of the brakes. The brakes should not be pumped repeatedly because it could deplete vacuum assist, requiring stronger brake pedal pressure. The vehicle should be driven to the nearest safe location, the engine shut off and a Toyota dealer contacted for assistance.
Detailed information and answers to questions about issues related to this recall are available to customers at www.toyota.com/recall and at the Toyota Customer Experience Center at 1-800-331-4331.
