Takata Corp. issued an apology advertisement in U.S. and German newspapers on Thursday, as the Japanese auto parts supplier has been embattled due to global recalls over its potentially defective air bags.
But Takata did not issue such an apology in Japan, even as automakers in the nation have also called back millions of their products, as they have done in other countries, due to fears its air bag inflators could explode too forcefully, releasing metal fragments inside cars.
In a total of seven newspapers including The Wall Street Journal and The New York Times, Takata Chief Executive Officer Shigehisa Takada said the company will make every effort to restore customer confidence.
It was the first such move by Takata since it became subject to scrutiny, particularly from U.S. regulators and lawmakers, earlier this year over the recalls.
As for not putting out a similar ad in Japan, a Takata public relations official only said it is the result of the company "having considered each country's circumstances."
In the ad, Takata said it sincerely apologizes, as its air bags have been linked to several deaths in the United States and Malaysia.
It also said the supplier will cooperate with automakers in investigating the cause of the defects and quickly produce replacement parts.