Toyota Wants Apology from ABC News


Bright and early Friday morning, The Wall Street Journal (subscription required) reported that Toyota Motor (TM) has asked ABC News, a division of Disney (DIS), to issue a public retraction and formal apology for last month's "irresponsible broadcast" that reportedly showed how electronic problems led to unintended acceleration for Toyota vehicles.

Toyota believes ABC used footage that created "the false and misleading impression with viewers of a dangerous and uncontrolled acceleration" when dealing with a Toyota Avalon sedan. According to the article, Toyota contends that "ABC News chose fear-mongering over public service." ABC stated that it has received the letter and that its lawyers are reviewing it and preparing a response.

The ABC report (which aired on February 22) showed an Avalon's tachometer revving near 6,000 RPM, which is close to the safe limit of the model's engine. Toyota believes that the footage was fabricated, contending that the Avalon was actually standing still when the tachometer shot was taken. Nothing like a bit of shock journalism. The same report on ABC's website replaced the questioned shot with a clip of the tachometer from the moving car -- a shot that showed the tachometer was nowhere near 6,000 rpm.

Pretty damning evidence against ABC from Toyota, and I feel that it is a reason for the network to issue an apology. Did this report hurt Toyota's sales? Perhaps, perhaps not -- but using fear mongering (as Toyota called it) is not right; and unfortunately it is nothing new. ABC should just come out and admit what it did, apologize to Toyota, and issue a retraction. I have the feeling though that doing so would not be the end to this story ... stay tuned.

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