MRO Magazine

Takata to Launch “Get the Word Out” Digital Ad Campaign to Maximize Repair of Recalled Vehicles in Identified Risk Areas

October 19, 2015
By Business Wire News


Takata Corporation, a leading global supplier of automotive safety systems, today announced the launch of a digital advertising campaign to reach owners of vehicles that have been recalled to replace Takata airbag inflators. The ad campaign will support the extensive actions automakers continue to undertake to reach owners of recalled vehicles.

Shigehisa Takada, Chairman & CEO of Takata, stated, “The digital advertising campaign we are undertaking – the first ever campaign of this type by an automotive supplier – is designed to ensure that anyone with a potentially impacted vehicle is made aware of the issue. Takata’s extensive testing, in addition to the research conducted by independent experts at the Fraunhofer Institute in Germany, one of the world’s leading applied research organizations, continues to show that age and long-term exposure to a climate of persistent heat and high absolute humidity are significant factors in the small number of inflators that have malfunctioned. Accordingly, the first phase of the campaign launched today will target owners of recalled vehicles in the geographic regions of persistent heat and high absolute humidity in the following states and regions: Florida, Puerto Rico, U.S. Virgin Islands, Hawaii, the Outlying U.S. Territories, Texas, Louisiana, Georgia, South Carolina, Alabama and Mississippi. The campaign will be expanded in subsequent phases in coordination with the U.S. Department of Transportation’s National Highway Traffic Safety Administration and our automotive customers.”

The campaign will incorporate multiple digital channels (including Google, Facebook, and online regional publications) simultaneously, and will aim to:

1. Further raise awareness of the recalls and keep the issue “top of mind” among drivers;

2. Enable vehicle owners to quickly determine if their vehicles are affected and, if so, how they can get their airbag inflators replaced; and

3. Help raise completion rates through a comprehensive outreach plan that addresses vehicles built by all affected vehicle manufacturers.

Digital advertisements will direct individuals to a centralized recall-website ( that will provide the driving public with important information on the recalls, including:

  • Links to vehicle manufacturer websites where they can easily find information on their particular vehicle;
  • A link to NHTSA’s website; and
  • An FAQ on the recalls and other important information.

Takata currently is producing 1,000,000 inflator replacement kits per month in support of automaker recalls and safety campaigns. The Company expects to continue to increase capacity through the remainder of the year and into 2016.

About Takata

Takata Corporation is a leading global innovator and supplier of automotive safety systems; including airbag systems, seat belts, steering wheels, electronics, sensors, and child restraint systems, and supplies all major automotive manufacturers in the world. Headquartered in Tokyo, Japan, it operates 58 facilities in 21 countries with more than 48, 775 global employees worldwide.

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Jared Levy/Robert Rendine/Devin Broda
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Dan Underwood
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