Just what is Nissan thinking? Once again we turn on our televisions to see a global company breaking textbook rules of reputation management – don’t disrespect your customers!
Lucky for them, Nissan’s latest Navarra pick-up truck has received a real slating from the Euro NCAP safety organisation for posing an 'unacceptably high risk of life-threatening injury' to adult passengers. The problems include slow airbags, seatbelt problems and even questions on the integrity of the chassis.
Acting more like a small company caught in the headlights of media fury than the savvy, caring and green company we’ve been led to believe, Nissan is being surprisingly blasé about these problems.
Rather than opting for the rapid, controlled and open response that is necessary in such public failures, Nissan has opted to divert attention with news that its newer versions don’t have these problems. It has also stated that current customers can get their airbag problems fixed at a Nissan dealership.
The trouble is that this response fails to recognise the most worrying issue – the chassis. Media and industry figures are calling for a complete recall but this is likely to be an outlay that Nissan doesn’t want. The people at the top would do well to review the Firestone failure of the 90s to see the painfully close link between bottom line and reputation.
The fact is that Nissan’s response just won’t cut it for today’s customers or media. Complete recall is the only way to show that you truly care about your customers. Anything less says that bottom line is more important than customer safety and puts company reputation severely on the line.
