Toyota massive recall now seems to be a never ending campaign. Japanese automaker is now planning to launch a massive recall of the latest model of its highly-popular Prius hybrid in Japan and US because of the possible brake faults.

Toyota has already recalled about eight-million vehicles with faulty accelerator pedals and Company president Akio Toyoda has publicly apologized for the problems. This massive recall has costed Toyota around $2 billion. Sales of Eight models were already suspended by Toyota last week. Company had also seen a huge drop in its Share prices all over the world.

According to industry experts, the recall has tarnished the Toyota’s brand image and it would take many years for Toyota to recover from it.

Ong Hock Chuan, from crisis management firm Maverick in Jakarta, agrees.

“In moments of a business crisis, people want to see [the head of] a company take full responsibility, be empathic to the victims and their families and be in control by outlining the problem and how they intend to solve it,” he says.

“Toyota seems to have failed on all counts. Its admission of the problem has been half-hearted and almost reluctant, it has failed to apologise unequivocally to victims and their families, and it’s failed to articulate and communicate what it intends to do to regain control of the situation.”

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