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.

Is This the Best You Can Do?

Time to gas up the Toyota PR engine. Yesterday, ABC News broke the latest allegations of Multi-District Litigation – that Toyota technicians had duplicated owners’ SUA events in incidents that didn’t set DTCs, and in two cases, bought back the vehicles and swore the customer to secrecy. (Remember that expensive advice Toyota bought in February from the BSG Group? “Portray transparency, open and honest.”) In response, the World’s Number One Automaker sputtered:

SRS Releases Update Report: Toyota Sudden Unintended Acceleration

Eight months have passed since Congress called out NHTSA and Toyota for failing to address Sudden Unintended Acceleration. The agency and the automaker claim they've learned nothing new about the problem, but there's nothing wrong with our learning curve. Behind the barrage of PR are all those niggling little facts, and once again, SRS has assembled them into the go-to Toyota SUA reference guide.

Toyota’s Credibility Gap Assumes Grand Canyon Proportions

Yesterday, the House Energy and Commerce Committee’s Oversight and Investigations Sub-committee rendered its verdict after conducting interviews with key personnel from Toyota and Exponent and reviewing some 100,000 Toyota- and NHTSA-produced documents about the much-heralded “exhaustive” efforts to determine if there was a connection between Sudden Unintended Acceleration and Toyota’s electronic throttle control system: Toyota lied.

While the committee and sub-committee chairs, Reps. Henry Waxman (D-CA) and Bart Stupak (D-MI) respectively, did not state things quite so baldly, they came darned close in their opening statements:

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