Toyota Explains Throttle Control System on Video
Jason Lancaster | Feb 25, 2010 | Comments 16
Toyota PR Machine Finally Gearing Up
Toyota has made two critical errors over the last 6 months. First, Toyota (admittedly) dragged their feet on a series of floor mat and accelerator pedal recalls. Second, when the “sticky pedal” recall hit, Toyota’s PR machine responded terribly. It was as if Toyota tried to do the exact opposite of the right move. They responded slowly. They avoided making a statement. They acted as if the problem would “go away” if they ignored it.
Things have changed. Now that some time has gone by, Toyota’s media team is starting to churn out some great work.
Toyota’s first official response to their sticking pedal recall – and subsequent stop sale announcement – came nearly one week after the fact. This response was an underwhelming “temporary pause” Sunday newspaper ad, which fell short for a few reasons. Partially, the medium was to blame (the newspaper is limited and less popular than ever), and partially the ad didn’t do enough to explain the issues behind the accelerator.
Over the last 2 weeks, Toyota has begun a full-scale media offensive. Company press releases and statements are now coming fast and frequently, and Toyota has begun to embrace the “power of the internet” by releasing a video demonstrating the basics of their electronic throttle control system.
While this video isn’t likely to convince naysayers that Toyota’s system is bullet-proof, it’s a great tool for explaining the basics of an electronic throttle system (thanks to Danny for sending us this link).
Toyota Hits Back at ABC
Imagine a news report that shows a vehicle accelerating wildly out of control. Now, imagine that this news report:
- Never explains how they’re getting this vehicle to accelerate – only that they’ve modified the throttle circuitry.
- Never offers the vehicle’s manufacturer a chance to rebut or explain the report.
- Never bothers to present the other side of the facts
By any definition, that type of report wouldn’t be called news. ABC presented claims of unintended acceleration on Toyota vehicles earlier this week, yet they didn’t offer any details, nor did they attempt to contact Toyota or offer the “other side” of the issue.
If the “old” Toyota would have issued a response to this type of report, it would have taken days. The “new” Toyota had a statement ready almost immediately following the ABC report. What’s more, the statement had a little “edge” to it:
After watching the story today on ABC News featuring Mr. Gilbert, Toyota was surprised to learn that Mr. Gilbert appears now to be making a different claim regarding the electronic throttle control system and in a vehicle other than as described to Toyota last week. Although it is difficult to tell from the footage used in the story, Mr. Gilbert appears to be introducing a different external and artificial method to manipulate the throttle. In order to set the record straight, Toyota welcomes the opportunity to evaluate the Toyota Avalon shown in today’s story and the method by which Mr. Gilbert allegedly caused the vehicle to accelerate unintentionally. We welcome the attendance of ABC News at any such evaluation of this vehicle and Mr. Gilbert’s testing
This statement represents a break from an old, conservative way of doing things at Toyota. Hopefully, it’s an indicator of changes to come.
Filed Under: Auto News
Uh OH! Sounds like Yoda is coming loaded for bear.
WOW. That video was great. Very interesting.
Jeremy – I liked it too – very well done.
Jason;
even with the “power of the internet”, we and toyota must consider that most people do NOT have internet access or are not computer literate. A full media blitz, unfortunately would also include paper print medium and well a radio and TV. We must also realize that there is a majority of people that believe everything they hear or see on the radio or TV. As i stated in an earlier post, there is no integrity in journalism anymore. It’s all sensationalism. As Sgt. Joe Friday would say, “just the facts mam, just the fact.”
Furthermore, you are correct regarding the fast response to the latest abc report. We must also consider a cultural change in toyota too. The old culture probably would not have quickly jumped to fight and be more timid in their response. The Japanese culture is not very adversarial with exception to 2 world wars and the invasion of manchuria. Hmm, maybe i meant “corporate japanese culture”.
oh, and thanks for the cedit.
Danny – You bet. Toyota needs to hit all the mediums, and I think they’re doing a good job. I can’t turn on the TV lately without seeing a Toyota ad…but this type of stuff works well too.
That was good. Very neat video.
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jason,
hmmm, can’t say that there are too many toyota commercials in our market. I get memphis, jackson ms, tupelo ms and greenville ms local stations. Besides some dealer commercials, thats it. There are many more GM commercials offering an extra 1k to toyota owners. GM, like vultures circleing a wounded animal. Bloodthirsy, the new GM.
regarding the liberal media, you can already see a distinct change in position in the political world. They sway to the winning side (or the side with the momentum). The anti-bush/pro-obama position has moved to the right and they’re straddling the post waiting to see which team to support to get the most readers. You can bet your bottom dollar that if Toyota is vindicated, the media will quickly change position and never admit they were biased. On the other hand, if Toyota is overwelming found guilty and neglegent, they will crusify Toyota relentlessly (which they are already doing).
Lastly, i welcome that guy to manipulate the cars infront of Toyota and yes, i think abc news is biased and liberal.
danny – It might be that Toyota is targeting commercials regionally. I’m getting a steady diet of them, but I’m currently in NYC, so who knows…
All these sensor and electronic just make diagnostic easier for the tech only But it cost repair too pricy for the consumer. The more parts and technology they put in, the more you pay! Just stick with the traditional cable actuated verson which is so reliable! If the cable break, safe mode too just like idle.
At least that does not cause any sudden acce lor stuck throttle in the first place! Toyota claims and believe their electronic is healthy! Imagine every recalled vehicle come in for the ECU replacement, Toyoda will be Broke!!
way – I think a lot of people have the same feelings, but the old-fashioned throttle cable was significantly more error prone than the electronic systems. Throttle cables would freeze, stick, and stretch, requiring adjustment and/or replacement at some point. I’ve personally had a frozen throttle cable make me miss a day of work – I don’t miss those old throttle cables one bit.
Jason, to continue your previous post, all you need is a kinked throttle cable or a broken return spring on the old style throttle and away you go. Had the return spring break on a 1974 Powerwagon and zooom. No return to idle since there way no longer a return spring to close the throttle.
As for the other guy saying it makes things more costly to repair with all of these sensors and electronics, well, if you have the right tools and equipment, it actually saves you money and time, since you can more easily narrow down problems and no more replacing parts and hoping you’re correct. Furthermore the mpg efficently and safety equipment of todays electronics greatly outweighs the days of old. I also had previously posted a list of several GM vehicles that i had owned that were also recalled for SUA. All of them were cable throttles.
Also, i dont think Toyota would ever replace all the ecm’s or pmc’s. It would be easier to reprogram them if need be. Toyota has deep pockets. Who else could suspend sales and production at a drop of a dime.
danny – Good point! My first-hand knowledge of throttle cable problems is (thankfully) very limited.
What year did Toyota come out with the cable free throttle control system?
Anybody know? Thanks
Spencer – It depends on the model, but 2002 seems to have been the major point where things changed.
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