Toyota Throws a Hissy

Last week CNN’s Anderson Cooper 360 aired a six-minute-plus story about a 2006 confidential Toyota document showing that a pre-production vehicle in Japan experienced an unintended acceleration. The vehicle was an overseas model, identified as the 250L, equipped with adaptive cruise control. Its U.S. counterpart did not use that system, but the internal report did note that a “fail-safe overhaul” would be needed for another production vehicle that was sold in the U.S. -- the Toyota Tundra.

Toyota tried to fight off the story with the survival instinct of a 1,000-lb. blue marlin at the end of a reel and tackle. Its central argument was that the document had been mistranslated and the condition noted in the pre-production test had nothing to do with unintended acceleration. The automaker trotted out English language speaker and Toyota entertainment systems engineer Kristin Tabar to rebut the translation’s literal and substantive meaning. CNN paid a Japanese translation house with experience in automotive technical documents to take a crack at it, and its version was pretty similar to the first English translation. (You can watch the story here.)

There were a series of legal parleys, but when the dust settled, Toyota lost, the story aired and the public relations team was left with nothing but its poison pen. In high dudgeon, Toyota complained about CNN’s unmitigated temerity to suggest the Toyota has been less than truthful in discussing all of the possible causes of unintended acceleration in its vehicles.

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