Toyota’s Gone Fishin’

In December 2009, as Toyota faced increasing scrutiny from Congress and the National Highway Traffic Safety Administration in the wake of the horrific unintended acceleration crash in that killed California Highway Patrolman Mark Saylor, his wife, daughter and brother-in-law, the automaker’s image-makers were prepared to go on the offensive. According to an April 2013 article in Corporate Counsel, a Toyota public relations staffer named Masami Doi wrote this email: