Consumer Reports Takes on Corporate Bully

Consumer Reports is to be applauded for factually and responsibly warning motorists that Toyota’s 2010 Lexus GX 460 sport utility vehicle has a dangerous handling problem that could lead to a rollover and possibly “serious injury or death.” It is an example of ethical journalism that has pretty much disappeared from today’s news media.

Toyota's 2010 Lexus GX 460 sport utility vehicle

Within hours of the Consumer Reports warning, Toyota stopped selling the model. The car maker’s statement – “We are taking the situation with the GX 460 very seriously and are determined to identify and correct the issue Consumer Reports identified” – all but hinted they were already aware of the dangerous problem.

It’s about time someone in the media took on Toyota. In recent weeks, the giant car company has used storm trooper tactics – supported by paid lobbyists, lawyers and flacks – to debunk people who have encountered that they thought were safety issues with Toyota vehicles. It resulted, I believe, in Toyota framing its brand image as that of a mean-spirited corporate bully.

With its financial advertising and funding tentacles into the rest of the media, from CNN to NewsHour, there really has not been much critical or investigative reporting into what’s going on with Toyota but rather just the barest of facts and prepared soundbites from the company.

Subscriber-funded Consumer Reports has taken the gloves off. The publication has openly reported that a Toyota model is dangerous and has backed it up with facts. I have little hope, however, that other news organizations – financially strapped and dependent on advertising/funding dollars – will follow the example.

Related posts:

1. Corporate Dumb and Dumberer
2. How to Salvage Toyota’s Brand Reputation
3. Defining Corporate Journalism
4. Consumers are Not Crash Test Dummies
5. Toyota’s PR: Like a Bent Fender

Category: Crisis Communications, Featured, Reputation management