In an earlier article on my blog, about Toyota’s reputation due to recalls and thefts, there was a perception that Toyota’s quality image was suffering it is drive to increase sales volume and overtake GM.

A news item published in the Toronto Star on Jan 22, 2010,  talks about another 2.3 Million Toyota vehicles in the US and an undisclosed number in Canada that are being recalled in addition to the ones recalled last year, including some models for 2009 and 2010 or even earlier of the Rav4, Corolla, Matrix, Avalon, Camry, Highlander, Tundra and Sequoia. This situation has to do with the accelerator pedal getting stuck but not due to the floor mat problem. that was previously published. This time, the gas pedal itself can be come stuck, supposedly due to a build up of condensation.

4 Deaths in an Avalon in Texas being investigated.

The article says that a Toyota spokesperson couldn’t say if the company was aware of any injuries or deaths related to the gas pedal problem. Sadly, I am aware  a situation where an  accident involving a Toyota Avalon is being investigated to determine if the gas pedal problem was a factor in the death of 4 people, one of whom was a business associate of mine at IBM. See this article. It includes a video and references to the investigation still ongoing.The floor mats were not a factor in the accident as they were found in the trunk of the Avalon. But the new recall reopens the whole case of a stuck accelerator pedal again.

Video of Tundra Rust Problems.

There is also a video I found on the Tundra rust problems, that were part of the recall late last year. This is scary as there may still be trucks on the road with this problem.

What is your opinion on Toyota quality reputation?


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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

3 Responses to “Another Toyota Recall further damages its Quality Reputation”

  1. Frank Brinkman Says:

    Toyrta Prius is now being investigated by US Government and Japan for brake problems.. here is a short excerpt from the NY Times Business section article about the investigation and brake problems. “Safety regulators in Washington announced Thursday that they would open a formal inquiry into the braking problems of the 2010 Toyota Prius hybrid, following a similar investigation ordered a day earlier by the Japanese government.”

    Here is a link to the full NY Times article..

  2. Adele Says:


    Thank you for adding this information. A new set of customers is now worried about their Toyota vehicle.

    The additional benefit of this very sad situation with Toyota is that other car manufacturers will be very sensitive to the need to ‘notify customers of known problems’ quickly.

    This is a best practice to maintain customer satisfaction.

  3. Claude Magno Says:

    Repetitive Toyota recalls are causing considerable damage to their brand. more than 2 million autos in the United States to fix sticking accelerator pedals. over 4 million autos in the US to correct pedals getting lodged below floor mats. nearly 700,000 vehicles in China as a result of imperfect electrical window switches. Toyota boss on Television to apologise for recall and still the media stress problems as the company gets more pestered. I question how much brand value this has cost the company.

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