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Even after bankruptcy of Takata, this WSJ article points out that the job of replacing 54 million defective airbags in just the U.S. could go on and on for many years. Honda the carmaker most affected has set aside $4.9 billion over 2 years to cover recall costs. The airbags failed because of manufacturing defects.

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Marketing campaigns in 2011 for the Toyota Siena, Honda Odyssey, Chrysler Dodge Grand Caravan, Ford C-Max. Sales are up 42% for Honda Odyssey since October 2010, when 2011 models and campaign was introduced. The campaign has helped increase sales by 18.5% through November 2010, for Toyota's Siena. This is double the industry average for minivans and is a bright spot for Toyota, whose overall sales have been flat since the recalls. Toyota's Siena campaign shows rapping parents with kids in the back, making it cool to be seen in a minivan. Toyota's national marketing manager says the stories they heard were that people just did'nt want to be seen in a minivan, the soccer-mom joke or feeling playing a part in this. These ads hope to dispel that notion.

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The Takata airbag recall increases by 35 million to about 63 million, about one in 4 cars in the U.S. by May 2016. The issue is connected to Takata's use of ammonium nitrate which poses a safety risk leading to explosions. The findings by 3 separate investigations from Honda Motor, Takata, and 10 automaker consortium have led to the massive recalls. A Takata engineer raised questions about the use of ammonium nitrate in the 1990's, and the company has fumbled in its response to the safety concerns.

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Takata struggled with a faulty airbag recall crisis and failures in quality control that go back to 2004, with a crisis in 2015-2017 as a result of about 14 deaths. Takata's liabilities now run to over $15 billion according to Tokyo Shoko Research because of claims against it from banks, automakers and others. Takata declared bankruptcy on June 25, 2017. Takata was sold to a Chinese owned manufacturer based in Michigan, Key Safety Systems, for $1.6 billion. Takata had hoped for a white knight investor or some of the automakers such as Honda to save it. But the liabilities were too great and automakers in Japan resisted the idea because it might upset shareholders and it made no sense to assume growing liabilities. As a result the Takata company name will go out of business- for a company that started in 1933. The Chinese company taking on the business, a quarter of the market share for the airbag market, is Ningbo Joyson Electronic Corporation. A related article in the NYT in 2014 by Tabuchi shows how management at Takata failed to act responsibly when the early beginnings of the crisis happened in 2004. See the link. [article-54918]  At that time testing of an exploding airbag in Alabama was kept secret and later closed down without informing safety regulators, according to former employees. By not taking responsible action management failed in the 2015 airbag crisis leading to this bankruptcy, the largest in Japanese history.  ...

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A new CEO, Takahiro Hachigo, takes over at Honda Motor in Feb. 2015, following quality issues and problems with the faulty Takata airbags. Hachigo is a younger engineer who was managing officer for China. Executives with more experience were bypassed in the selection. This follows Toyota's selection of Akio Toyoda, a younger executive with international experience as CEO, and his successful track record in handling the Toyota recalls for unintended acceleration. This may have persuaded Honda to go with an unconventional choice.

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The median age of Toyota buyers is 56 years, higher than Honda at 55 years, and VW at 51 years. However Toyota has not lost its reputation for reliability among older buyers. Automotive Lease Guide in its last 3 semiannual surveys shows Toyota's reputation for quality is improving to the point where it may take the top ranking from Honda in 2012. In residual value Toyota is behind only Honda's Acura brand. After reaching a peak market share of 16% in the U.S. market in 2007, Toyota has slipped to 13%. This is changing as Toyota sales are estimated to increase by 7% in November 2011 over the prior year by some analysts, which gives it 15% market share.

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GM executive Mark Hogan had candid discussions with Akio Toyoda when Hogan began a second five year stint at NUMMI in 1997, and Akio was executive vice president at NUMMI in 1998. NUMMI was a joint venture between Toyota and GM. He now joins the Board of Directors at Toyota, the first outside board member, and only the second foreigner to do so after Jim Press. His role is to help counteract the insular culture at Toyota based in Nagoya, Japan, where most decisions end up coming to Nagoya. This was a problem that led to poor handling of the recall crisis in 2010, when Akio Toyoda brought Hogan in as an advisor to Toyota. He will listen to voices outside Japan and have direct access to Akio Toyoda. Hogan told the media: "I see my role as listening to global voices outside of Japan and then sharing insights that will help Toyota to respond more quickly to changes in society." His role also includes looking at Toyota's Brazilian operations, where Toyota has only 5.2% of the market and lags far behind Fiat, VW, and other competitors. Hogan headed GM's Brazilian operations in the 1990's and says he would kid Akio about Toyota's underperormance in Brazil. In 1994 Hogan left GM to become president of Magna International, a Canadian auto parts maker....

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One of the severe problems noted in the recall disaster of 2010 was that practically all important quality and safety decisions are made in Japan. Without key American decisionmakers in the process this leaves Toyota exposed to all sorts of errors like the errors that ocurred in stalling the National Highway and Traffic Safety investigations into acceleration and braking accidents in Toyota vehicles. To compound theses errors managment at Toyota focussed on the $100 million in savings that avoiding or minimizing the recalls would generate, as revealed in internal documents. Early warning signs of similiar problems in Europe were not linked to problems in the U.S.. All this was ocurring against the backdrop of a change in management at Toyota- with the Toyota family once again regaining control of the company- and the failure of the management under Watanabe and previous CEO's to put quality before rapid expansion. The new changes are to have 2 new senior executive positions in the U.S. to focus on quality and safety. A chief safety executive will focus on safety and recalls, and a chief quality officer coming from the top ranks of the American operation will now sit on a special committee for Global Quality led by CEO Akio Toyoda. The commitee for Global Quality will address the global quality issues around one table with the highest ranking executives at Toyota right at the table to talk things out. ...

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Resale value strategy is an important component of strategy for automakers. Honda is a leading example. Ford is following Honda in trying to close the resale value gap.

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A Toyota panel recommends having foreign directors to reduce the insularity of the headquarters management in Japan. This remains a problem not addressed by recent changes that made the Board of Directors smaller for closer interaction. This makes management and the Board less responsive in dealing with situations like the recent crisis based on safety issues in Europe and the U.S., which occur in a different cultural and media context.

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Akio Toyoda's comments in Beijing to Chinese customers of Toyota apologizing for quality failures at Toyota. He referred to an excessive focus on market share and profits among "some people" at Toyota as the cause for this.

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Toyota sales increased by 12% in April 2012 over the prior year. Toyota increased its market share to 15% in the U.S. market. Ford and GM sales declined by 5% and 8%. Toyota was doing this without offering incentives by offering newer models for the Prius and the Camry, compared to Honda, which is offering incentive plans and larger discounts.

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How their strains in the the the Toyota manufacturing system and how Toyota's quality is not what it once was. Its image as a environment conscious company is also suffereing with its attempt to stall new fuel economy legislation in Congress like th Big Three American companies. And new hybrid engines are being introduced in joint development between Mercedes, BMW and GM so the novelty of Toyota hybrid may just wear out. And competitors from Germany and the US are now working harder to reduce Toyota's advantage by producing quality cars. As styling design and creative innovation has not been Toyota's strong point the Americans and the Germans have an opportunity to come up with something new. Even the incentives Toyota has to offer to sell its cars have now come up to what the Gm, Ford and Chrysler had to offer. According to CNW Marketing Research Toyota's dealer incentives have almost tripled in the last 3 years to an average of $3752 per vehicle. This is not a good sign. And we may have reached a point where the difference in quality between the GM Malibu and the Honda Accord from the Toyota Camry may really not be that much. No surprise that this is shaking up Toyota. The "Customer First Initiative" in response to quality issues and recalls is to have more power put into the hands of the chief engineer for any product launch to ensure quality problems are addressed early. And the dealers have EN2 (everything matters exponentially to address quality issues at the dealer level. And there aren't enough sensei or teachers of the Toyota Production System to meet the rapid growth of plants and the Global Production Centre was designed to meet this need by training teachers in an accelerated way in Japan. But there is a sense that a lot of the old Toyota magic may be fading just as Toyota reached te peak of its popularity sometime last year or 2005. Not because Toyota hasn't made the effort but because the whole dynamics of the car industry keep changing and Germans and the Americans are also pushing harder nowadays....

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Improving performance of Toyota, Nissan and Honda in the U.S., Japan and emerging markets. Japanese automakers report higher profits in the fiscal fourth quarter. Sales for 2012 are expected to quadruple for Toyota in the 2012 fiscal year compared to fiscal 2011, according to analyst estimates. Part of the recovery is from weakening of the yen from 75 to the U.S. dollar in October 2011 to 81 in the March-April 2012 period. Profit margins are expected to improve for Toyota from 1.5% to 5.1% for Toyota, 5.4% to 7% for Nissan and 2.5% to 6.8% for Honda.