Toyota’s not alone in its brand problems, but the recall doesn’t help

Tom Dougherty, CEO – Stealing Share

2 February 2010

Would you buy a Toyota?  Not a chance.

If I were Toyota, I would brace myself for a serious erosion of its sales. Why? Well not simply because of the recall affecting millions of cars. I would prepare myself for a sales drop due to a mediocre brand promise that says Toyota is only about reliability and craftsmanship.

We see the same exact issue affecting fast food pizza — pizza chains think they can own the mind of consumers by telling us to choose based on what should be the lowest common denominator in the category.  For pizza, it is a battle over “tastes pretty good” (read my recent blog on Domino’s) and for automobiles it is “reliability.”

Answer me this, aside from getting place-to-place, why else would you buy any car? Would anyone actually buy a car they thought was unreliable?

It is no wonder the automobile industry is in such a shambles. Major manufacturers like Ford, GM, Nissan, Honda, VW, Chrysler and Toyota believe they can differentiate themselves by such mundane promises. Promises that should be the minimum requirements to be a manufacturer in the first place.

I would suggest that the automobile industry stop the myopic view of their brands and spend a bit of time and energy in figuring out just what their potential customers aspire to become and own if any of them want to actually steal market share from their competitors (read about a CEO’s role in all of this), build brand preference and increase sales.

Shame on Toyota for thinking that we all aspire to realize basic promises and mediocrity.  Would I buy a Toyota since the recall? I would hope that any car I buy would be at a minimum — reliable. If Toyota promises me only that, no, I won’t buy one because they let me down.

I’d like to think I deserve more than being treated like an imbecile.

See more posts in the following related categories: Automotive Industry Chevy CHRYSLER FORD GM NISSAN Toyota Toyota Recall

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Gillette commercial only outrages the stupid

  Gillette commercial   Tom Dougherty, CEO - Stealing Share 17 January 2019 Gillette commercial only outrages the stupid I don’t get it. The Gillette commercial causing so much angst on social media is inspiring, if you ask me. It encourages men to take harassment...

The reasons why Whole Foods 365 died

  Whole Foods 365   Tom Dougherty, CEO - Stealing Share 15 January 2019 The reasons why Whole Foods 365 died If nothing else, you have to give it up to Whole Foods for seeing its mistake and not making it worse. The grocery chain announces it's discontinuing Whole...

Share This