Takata Seeks to Rebuild Public Image

Takata, the Japan-based airbag manufacturer, has made headlines all throughout the latter half of 2014. Their products have been linked to five deaths in the United States. Their airbag inflators for several years have the potential to explode during airbag inflation, sending shrapnel into the face of unsuspecting motorists. The warm and humid areas of the United States and certain territories have a hypothetically greater risk for major airbag malfunction.

The accusations of faulty products have led to two U.S. Senate Commerce committee hearings. Amidst the hearings, the NHTSA demanded Takata expand their recall to national level. Takata has and continues to refuse that demand. Certain automakers have taken it upon themselves to make their recalls national despite the refusal from Takata. With Takata’s refusal to issue a national recall, the NHTSA has indicated they will pursue legal action.

Takata has appointed a new chief legal council for North America, Bruce D. Angiolillo of Simpson Thacher & Barlett LLP, to help with this situation. A statement from Takata on the appointment of Angiolillo reads, “He will play an integral role in Takata’s continued efforts to work cooperatively with the National Highway Traffic Safety Administration (NHTSA) and other regulators to resolve all outstanding issues related to the safety campaigns associated with certain Takata airbag inflators.”

Takata also sought to use positive public relations to help their public image. They recently took out full-page ads in major publications including the New York Times, Wall Street Journal and Washington Post. Part of the Advertisement reads, “We are building on existing efforts, led by our most senior engineers, to address any and all safety issues, but we recognize more must be done now.” This publication is likely part of the efforts of Sard Verbinnen & Company, the Public Relations firm that Takata contracted to help them with their PR nightmare.

Will newspaper ads help Takata rebuild their public image? Have you serviced vehicles for Takata airbag recalls at your store? How could this recall impact consumer opinion about the airbag safety of certain used vehicles?