Several major news sources report that Honda will launch a multimillion-dollar advertising campaign in an effort to persuade owners of vehicles with defective Takata air bags to take them in for repair. As part of the ad campaign, which begins Monday, Honda will place ads in more than 120 US newspapers, and air radio announcements in over 110 markets. Reports note that several deaths have been linked to defective Takata airbags, all in Honda vehicles.
USA Today (3/12, 4.95M) report 10 automakers, including Honda have recalled millions of vehicles with faulty Takata airbags. The article notes that Takata has “refused to declare the bags defective,” claiming its tests cannot “routinely duplicate” the issue. According to the report, the NHTSA has “demanded more cooperation from Takata and threatens to sue to get” the company to comply.
The Christian Science Monitor (3/13, 380K) says the recalls stemming from the faulty airbags have “clouded the reputation of Honda and other Japanese automakers for quality and safety.” The article notes that while Takata has refused the NHTSA’s “demand to issue a nationwide recall of driver’s side air bag inflators,” automakers have recalled the vehicles on their own.
Advertising Age (3/13, Beene, 243K) reports Takata is not specifically mentioned by name in the Honda ad, which doesn’t “describe the risks posed by Takata airbags.” According to the report, Honda spokesman Chris Martin said the company is focusing “its media buying in the areas where it believes drivers to be most at-risk and where most of the known ruptures have occurred.” The article adds that the ad “campaign follows additional efforts” by the automaker to “reach out to owners about the recalls.”
Also covering the story in a similar manner as the sources above are theWall Street Journal (3/12, Spector, Subscription Publication, 5.67M), the Los Angeles Times (3/13, Fleming, 3.49M) and Automobile Magazine (3/13, Holmes, 3.62M).
From the news release of the American Association for Justice.