Toyota | Reputation Management Business Challenge At the end of 2009, Toyota was a clear and differentiated leader in the auto industry. Yet, within months, it had to recall over 8 million vehicles worldwide to address issues of “unintended acceleration,” suspend production of some of its most popular models, testify before Congress, and face the national limelight. Analysts estimated that costs from its recall crisis would top $5 billion and sales slid by 16 percent. Action Toyota turned to BSG for help navigating its recall crisis, which struck at the heart of its brand identity as the leader in safety and reliability. Led by its crisis and issue management team, BSG immediately conducted a brand risk assessment and messaging study to develop a recovery plan. Specifically, BSG: Conducted

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