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Fresh Toyota recall crashes latest ad campaign

Whoops! After thinking it had put all the alarms of last year behind it with the whizzy new “Your Toyota, My Toyota,” campaign, the embattled carmaker has now announced another recall involving a million cars in the US.

The models affected are the Corolla and Matrix, which apparently could have faulty engine control systems leading to cars stalling while being driven. This is another body blow to the brand, following the safety scares which led to a global recall of more than ten million vehicles.
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It also makes the campaign designed to restore public confidence totally self-defeating, and it should be dropped at once. From July the car firm has been rolling out “Your Toyota, My Toyota,” across a wide range of media, with real employees promising “to pick up imperfections that are smaller than a human hair.”

This kind of campaign — “My car,” “My PC”, “My haircurlers” el al — always seems a pretty weak strategy but in this case it has turned positively toxic.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.
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