As we have been thinking about how to rebuild trust, I read this morning’s headlines about Toyota being “committed to continue earning the trust and confidence of American consumers.”  It is one thing to tell people that you want to earn their trust but you can’t just tell them, you have to show them.

In the case of Toyota, they will have to build cars that are safe and that can only be proven over time.  That is the essence of both reliability and competence.  Once those are broken, it takes time to prove that you have fixed them permanently.

Maybe a $50 million investment in a safety research facility based in Michigan is a good start–what do you think?


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