Total Recall: Toyota and the Future of Green Marketing
What does Toyota's travails mean to green marketing?
That question seems ripe these days, as the leading Japanese auto maker gets a comeuppance for its allegedly serious safety defects — and the more than 8 million cars it has recalled worldwide as a result. Toyota, after all, had become a darling of the eco-minded, a case study in the green halo that can inure to old-line companies that bring environmental innovation to mainstream audiences. Toyota seemed to have done it the right way: with products that weren't just greener, but better — in this case, high-aesthetic, high-performance, affordable cars.