Why Rolls-Royce and BMW Recall Won't Set Off Toyota-Style Fireworks
A recall of at least 198,000 BMW (BAMXF.PK) and Rolls-Royce models announced on Sept. 30 sounds like a bigger deal than it is. The recall is unpleasant for BMW, which owns both brands, but the recall on the face of it is nothing like as damaging as this year's Toyota (TM) recalls affecting millions of cars.
Toyota's image got dinged for the following reasons that in my opinion don't apply to BMW.
1. Toyota was THE "quality" brand. The Toyota reputation for bulletproof quality is the biggest reason people buy it. For BMW, the biggest reasons for purchase are styling and performance.
A threat to Toyota's quality image is a threat to the franchise precisely because it's disillusioning. It's like finding out former New York Gov. Eliot Spitzer, Mr. Moral Rectitude himself, was sneaking around with hookers.
2. Toyota's quality reputation had already begun to show some cracks before "The Big One," unintended acceleration, struck.
True, BMW historically had a reputation for being expensive to maintain. Some wags say BMW stands for "Break My Wallet." But "expensive to maintain" is distinct from being saddled with a reputation for being "unreliable." In addition, BMW has also offered free pre-scheduled maintenance for years, and that has probably built up a lot of good will that will help offset the recall.
3. Unintended acceleration is a particularly visceral fear.
BMW's recall, on the other hand, is based on a possible leak in the power braking system. That reduces the amount of help the power brakes give the driver, but the brakes still work and will still stop the vehicle.
That doesn't sound too bad, compared with that tape that made the rounds a few months ago of terrified Toyota owners screaming into the phone while they try to stop their "runaway" vehicle. Even if every Toyota case of unintended acceleration turns out to be driver error, Toyota's reputation has been dinged.
4. Toyota's recalls affected literally millions of vehicles, all over the world.
In contrast, the BMW and Roll-Royce recall affects fewer than 200,000 cars, spread out from the 2002 to 2010 model years. Toyota sometimes sells more cars than that in a month, just in the United States.
Assuming the company doesn't inconvenience the BMW or especially the Rolls-Royce owners, it could even turn the recall into a positive demonstration of good customer service.
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Photo: Rolls-Royce