Toyota’s Turn for a Car Recall
Friday, February 5th, 2010
After enjoying months of fairly stable consumer satisfaction, Toyota took their turn in the media with a massive recall due to potentially sticky brakes. We’ve gathered thousands of verbatims from across the internet to evaluate consumer opinions of the situation.
The chart below demonstrates the relative stability of emotions for Toyota since November 2009. Then, in mid-September, just as safety issues were being recognized, consumer sentiment towards Toyota took a nose-dive while the volume of chatter about vehicle safety burst out of nowhere.
How will this affect the Toyota brand? Well, 13.5% of people talking about trust issues still have faith in Toyota while another 12.4% do not trust Toyota. That puts a solid 74.2% into the neutral category, ready to be swayed. Can Toyota pull off a brilliant PR campaign? Will the dealers and repair shops have a good relationship with Toyota and pass that on to clients? The next couple of weeks will tell.
Category conversition | Tags: Tags: car recall, sentiment analysis, social media research, text analysis, toyota,
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