Automotive recalls require significant communication and coordination on the part of auto manufacturers and dealers alike. Take for example the recent Toyota recall of 3.8 million vehicles; the company’s largest ever in the United States. Recalls, especially ones this large and publicized, can inflict damage to a brand and decrease consumer confidence in its quality and reliability. The manufacturer and its dealers need to play an equal role in restoring that confidence. Dealers are the ones who will personally interact with owners whose vehicles are affected by the recall, and they can go a long way in assuring the owner and making him or her feel cared for. It’s up to the manufacturer to equip its dealers with the knowledge, training and materials they need to effectively carry out the recall and help restore consumer confidence.

–Tamzen