The Toyota Crisis In Sweden

Toyota Crisis in Sweden

From the above information we could find that the grave impacts of the disaster on Toyota were typically coming from the United State. To examine the power of the disaster in a more exact way, Halmstad market in Sweden is researched. The following sections present the main data collecting from interviews with Toyota’s merchant and car customers in Halmstad city, showing what the Toyota crisis is supposed in Swedish marketplace.

Toyota Swedish Dealer’s Reflection

Compared the exhausting difficulty in USA, it is astonishing to find that Toyota has a different circumstances in Swedish market. The crisis is not a really big deal that authority Toyota brand in Sweden. According to the sale supervisory in Toyota

Some typical statements among the customer respondents are showed in Table 2, which clearly reflects their cognitive and affective opinion toward Toyota crisis and the brand.

The Toyota

Some of them have owned Toyota cars before, while the others are new customers who didn’t have Toyota cars but visit the dealership store with purchasing intentions. The Toyota customers as experimental are more often than not in the middle age and elderly people, who usually tend to drive the cars with quite lower speeds within cities. Being less unfair by news coverage about the disaster, Toyota customers in Sweden are not as responsive as American stakeholders identify toward negative aspects of Toyota, such as excellence problems, overdue treatment crisis, etc. Being different from the exaggerated American customers, Toyota owners and new customers in Sweden do not show much nervousness and fright by the recall events. Their attitudes toward the issues are mostly depended on their real past experiences with the brand or friends’ word-of-mouth effects. for that reason, customers in this group have showed fairly faithful approach toward Toyota, as well as presenting strong emotional bonds to the brand. Their opinions about the brand are kind of positive even though Toyota is undergoing the upsetting crisis. They tend to trust in Toyota’s status, without perceiving the crisis as big as what has been reported in American mass media. Although with a little worry about possible safety problem, most of loyal customers still think that Toyota cars are quality and energy saving with relatively good prices.