This has been a
public-relations nightmare for Toyota, as its
brand name has been synonymous with quality and
reliability. Crisis management does not get any
more woeful than this and the cost of this
bungling so far—the initial $2 billion recall and
the loss of 17% of share value since Jan. 21,
when the gas-pedal recall was announced—is only a
down payment on the final tally.
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