“Why did you buy a Dodge?” It was a question I was often asked when I got my new car a few months ago. Because of my Asian background, I was questioned mostly by my relatives as to where my loyalties were with brands. “Why didn’t you get a Toyota or a Honda? They are better.” I have no real brand loyalty to automobile manufactures. However, my previous cars have been American. I guess I just like supporting the underdog, even if they are made in Mexico.
Deaths due to a stuck accelerator. Halted production and sales. Regional recalls followed by international recalls. Toyota is now under a microscope and it’s safety record is questioned. Toyota has intensely loyal followers – especially in Japan where Japanese brands have become a source of nationalistic pride. How does a company come back from this type of damage from a branding stand point? In Japan, things seem to be okay. People are sympathetic about troubles abroad but feel reassured that Toyotas made in Japan are of higher quality than Toyotas manufactured elsewhere. Interesting…
http://www.npr.org/templates/story/story.php?storyId=123361681&ft=1&f=1001