Toyota Outreach Strategy for Takata Recalls - June 2018
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Toyota Outreach Strategy
for Takata Recalls
June 2018
1
Remedy Part Supply
• Toyota has an ample supply of remedy
inflator kits available nationwide.
2
Completion Rates by Priority Group
• Completion rates for Toyota and the other 18
manufacturers can be found at:
https://www.nhtsa.gov/equipment/takata‐
recall‐spotlight#completion‐rates
3
CONFIDENTIAL 秘
Outreach Strategy
(Under Study)
4
Core Outreach ‐ Nationwide Outreach
• Toyota began outreach for select models in
December 2014.
• The program uses phone, email, direct mail,
and social media to contact owners.
• Through this program, Toyota has made over
50 million outreach attempts to owners
affected by the Takata recall as of June 2018.
5
Core Outreach (Cont’d)
• Outreach attempts emphasize the urgency of
this recall and the risk of serious injury or death.
• Toyota stresses that the repair is “FREE” to
owners.
• Toyota offers alternative transportation options
and towing to help address inconvenience.
6
Core Outreach (Cont’d)
• Toyota’s nationwide outreach program
supports a multilingual approach.
• Communications are generally provided in English
and Spanish.
• Each communication in our program includes a
clear call to action to encourage owners to
schedule repairs as soon as possible.
7
Examples of Outreach
8
Examples of Outreach
9
Examples of Outreach
10Examples of Outreach
11English / Spanish
Hybrid Outreach
12Spanish Only
Outreach
13Dealer Engagement
• Toyota is currently providing owner contact information
on incomplete PG1‐3 VINs to approximately 1,223
participating dealers (~98% of Toyota dealers) as of
April 6, 2018.
• Information will be available to Lexus dealers by July.
• Over 98% of participating dealers signed up for an
owner notification program featuring dealer branded
communications using Toyota’s provided template.
• In addition, over 65% of participating dealers are
actively reaching out to vehicle owners by phone in
addition to the mail and email program.
14Ensuring Sufficient Dealer Capacity
• Toyota is very conscious of dealership capacity;
technician training requirements have a large
influence on dealer capacity to repair vehicles. Our
goal is to maximize dealership capacity while
maintaining a high quality of repair.
• Toyota developed a specific online training module for
Takata‐related repairs allowing us to increase qualified
technician pool by ~5,000 technicians for Toyota, and
~1,300 technicians for Lexus.
15Social Influencers
• Toyota is partnering with a third party vendor to
develop a uniquely branded social influencer program.
• The goal is to reach out to customers through non‐
traditional means, especially customers who are not
responding to direct communications from Toyota.
• The vendor currently employs a similar program for
locating prescription drug trial candidates through
social media.
• Project is scheduled to launch in third quarter 2018 and
is planned to be fully implemented by end of 2018.
16Certified Mail
• Toyota has begun sending recall notices using certified
mail.
• Certified mail allows us to better understand which
owners are receiving communications and which are
not.
• Toyota is using this data to segment the remaining
owners and create separate strategies depending on
the quality of the owner contact information,
including locating new sources of owner contact
information.
17Canvassing (Door‐to‐Door) Pilot
• In November 2017, Toyota initiated an activity to
visit vehicle owners at their homes to increase
awareness, explain the urgency of the issue and
have the repair scheduled with a local dealer.
• Unique communications are sent to owners in
advance of the canvassing visit.
• A special door hanger with key information
about the recall is left at the home if no one
answers the door.
18Canvassing Materials
Unique Mail Piece Door Hang Tag
9 x 12 Envelope Inserted Letter and Mailer
19Public Service Announcements
• Toyota started Public Service Announcements in Puerto Rico
in 2015.
• PSAs in Puerto Rico preceded a successful “Repair‐A‐Thon” in
mid‐August 2017.
• PSAs are currently running in the Dallas, Los Angeles, and
Miami markets since Q4 2017 with potential reach more than
6 Million in LA & Miami.
• Nationwide PSAs were distributed in March.
English Spanish
20Toyota.com/recall
• In addition to nationwide outreach, Toyota
established a unique page on its recall look‐
up website devoted to Takata inflators;
Spanish language content was added in
August 2016.
• The site links to Toyota consumer contact
centers and owner communities to enable
owners to self‐update their ownership status
and contact information.
21Toyota.com/recall/Takata
Red banner with direct
line to Takata call center
Added video content
Lookup by License Plate
or VIN
Lookup by Model, Year,
State
Also Available: FAQ’s,
Descriptions of the recall
phases, zone maps
22Request a Call
• Toyota is planning to add a feature to our recall website to allow
customers to request a call back at a later date after an open
recall is found during a VIN or License Plate search.
• We hope this will provide
more customers, who are
too busy to schedule an
appointment right away,
an avenue to maintain
their dialog with us until
they schedule a repair
appointment.Toyota Active Recall – An innovative approach for Independent Repair Facilities • Toyota has constructed “Toyota Active Recall,” a system‐to‐ system interface that can be consumed by external applications to return safety recall applicability by VIN. • The detail provided is similar to the response returned when a VIN is queried through the toyota.com/recall site or safercar.gov/vin. • This system provides the opportunity for an independent repair facility to inform owners of open recalls and print instructions for customers to return the vehicle to a Toyota or Lexus dealer for the free remedy. • A total of 2,217,784 total VINs have been searched, resulting in 186,954 Takata VINs (through April 2018).
Mobile Repair
• Toyota has begun piloting mobile repair to
further increase convenience of the repair for
vehicle owners.
• This is an additional option for dealers to
complete repairs at customer’s homes, used
vehicle dealerships, auction yards, etc.
• The service is currently available in select
locations.
• Toyota is working to expand the availability of
this service to additional locations.
25Community Engagement
• Toyota continues to develop capabilities for engaging the public about Takata recalls
through community events.
• Our goal is to address the challenge of reaching unknown owners, build trust in
communities to support recall urgency, drive recall awareness, and reinforce the
importance of repairing affected vehicles.
Examples of past events include:
Dia de La Mujer‐ Woman’s Day Activity 3/24/2018
AVANCE Latino Street Festival 4/29/2018
26Dealer Outreach Event Support
• Toyota is also seeking to support dealer community events outreach by developing
a toolkit of collateral, signage and resources.
• Our goal is for the dealer to activate these resources at a local community event or
existing event (based on their knowledge of the local market) to help drive
awareness, downloads of Airbag Recall app, and schedule repairs.
Examples of past events include:
Child Safety Seat Checks
27Salvage Inflator Recovery
• Toyota began a program in August 2017 to recover
airbags from salvage yards across the nation.
• As of 5/21/2018, 10,907 recovered from vehicle
salvage operations.
Inflators Recovered per Month
2500
2000
1500
1000
500
0
Aug‐17 Sep‐17 Oct‐17 Nov‐17 Dec‐17 Jan‐18 Feb‐18 Mar‐18 Apr‐18 May‐18
28Opportunities for Collaboration
• Toyota is engaging in opportunities to partner
with the Monitor and other OEMs, e.g.:
• Grassroots Outreach Pilot – LA
• Multi‐OEM Canvassing
• U.S. Military Base Repair‐a‐Thon
• DMV Letters (CA, FL, LA)
• Outreach to Native American communities
• Street Teams & Grassroots Events
• Mobile Repairs at Auction
29Summary of Initiatives to‐date
• Toyota has launched a number of strategic and
innovative initiatives to:
• Enhance outreach to affected vehicle owners;
• Minimize barriers for customers to have remedy
completed (e.g. loaner vehicles, mobile repair);
• Analyze and segment the remaining unrepaired
population;
• Leverage lessons learned in the industry and from
collaborations with the Takata Monitor, NHTSA, and
other OEMs.
• Toyota has adopted or is considering all of the
Takata Monitor recommendations and seeks to
continuously improve its customer outreach.
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