Toyota has stood for quality for probably 30 years now. And now it seems like every vehicle they've ever made is being recalled. What do they do?
When fuck ups are made--regardless of what they are or what field they're in, there are two courses you can follow:
You can lie.
You can tell the truth.
Lying is glib. Which is the trouble with it. It doesn't give you any cause for introspection. You don't admit or own up to your mistakes. So chances are you'll repeat them.
Truth on the other hand is tough. It means you face the consequences. That you are willing to pay recompense for your misdeeds. Truth hurts. It probably hurts enough so that telling it will act as a governor in the future.
Tell the truth.
If I were Toyota, I'd somehow find a way to buy ten minutes of commercial time on the Super Bowl.
I'd spend five of those minutes apologizing.
And another five saying how I'm going to make it up to you.