Toyota, with its unprecedented response of stopping sales of certain makes, massive recall and letters to customers, has shown its customers that it is as serious about quality today as in the past. But it’s taking another hit now due to a problem with their green-leading Prius making their customer relationship work that much harder.

Despite media criticism that they are doing too little too late, I believe the standard Toyota is expected to hit is unreasonably high.  Goodwill they have historically generated with customers will provide them with more air cover than the media is willing to give them.

Here are a few examples of how they are trying to repair the bond customers have with the brand; time will tell if it’s enough.

1. Official website with a wealth of information: toyota.com/recall
2. YouTube Channel featuring recall related videos and the “Toyota Commitment” TV commercial: youtube.com/toyotausa
3. Experts on Prius Facebook page answering questions in real time. Check out the “Ask an Expert” tab:  facebook.com/prius
4. Twitter feed pushing out announcements and articles: twitter.com/toyota

To learn more about how a company’s crisis response can affect its brand, check out Lynn Parker’s latest article on WomenEntrepreneur.com.

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