Toyota Unveils New Consumer Safety Tests for Auto Line, Essay Example

Torrance, Calif. – November 5^th 2010 – Drivers from all over the country are being officially invited by Toyota to test drive new vehicles in a specialized consumer-testing program.  This program is in direct response of the newly-designed 2012 Toyota Camry XES.  Dealerships across the country have shown marked declines in sales of Toyota-brand vehicles, especially with claims that the safety of its automobiles has fallen behind the more common American models of Ford and Dodge.

In early August, Toyota was forced to recall its 2011 Camry from 30,000 automobile owners due to a safety error.  This error resulted in an ensuing brake crisis where functionality and use of brakes was limited.  Toyota spokesman Hiro Nakamura commented “this was in the best interest of all consumers.  Toyota has always placed the consumers first and we will make every effort to ensure the safety, security and well-being of all passengers in any Toyota vehicle we produce.”  Of the 30,000 automobiles recalled, there were only found to be errors in 1,299 vehicles.  All vehicles were repaired and returned to their owners within two weeks time.

To address this issue, Toyota has devised a new and exciting program that enables consumers to opt to test the new 2012 Camry XES by participating in a Trade-For-A-Week campaign.  All consumers across the country are able to visit their local Toyota dealerships and trade their own personal vehicle for one full week to test drive the new Camry.  Following the one-week trial, the consumers will be provided a brief questionnaire to respond about the pros and cons of the 2012 Camry improved safety measures.

According to Toyota.com, Nakamura claims “this campaign is not meant to entice any of these consumers to purchase a Camry.  The goal of this entire effort is to address the safety and ‘driveability’ concerns that have been raised as of late and put it all to rest once and for all.”

Toyota was proactive in hiring design and safety experts to test drive the new Camry models earlier this year.  All experts rated the car at high levels for design, safety, maneuverability and brake response time and efficiency.

Consumers chosen to become involved with the test program will be provided the free use of the 2012 Camry XES.  In addition, they will receive the added bonus of a raffle entry where 10 brand new Camry vehicles are being given away as a courtesy gift for participating in this survey.  Participation is not restricted based on age, sex or racial considerations.  Any person throughout the 50-states is encouraged to apply for the test program as long as they have a valid driver’s license and are above the age of 18.

The test program is set to begin on Saturday, November 20, 2010 and will continue until Friday, November 26, 2010.  Applications for the program are being accepted at all Toyota dealerships.  Applicants must bring a copy of a valid driver’s license and proof of auto insurance to be considered.  The deadline for applications ends on November 15 and all candidates that are chosen to participate will be notified beginning November 16.  It has not yet been determined how many consumers will be chosen for the test program although it is rumored to be greater than 500 throughout the country.  This is truly a once-in-a-lifetime opportunity for Toyota embody what it means to put the customer first.

About Toyota

Toyota established operations in the United States in 1957 and currently operates 10 manufacturing plants, including one under construction.  There are nearly 1,500 Toyota, Lexus and Scion dealerships in the U.S, which sold more than 1.77 million vehicles in 2009. Toyota directly employs nearly 30,000 in the U.S. and its investment here is currently valued at more than $18 billion, including sales and manufacturing operations, research and development, financial services and design. Toyota’s annual purchasing of parts, materials, goods and services from U.S. suppliers totals more than $22 billion.

For more information about Toyota, visit www.toyota.com or www.toyotanewsroom.com.

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