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Toyota Works to Repair Its Brand Image After Recalls

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On: Wed, Oct 6, 2010 at 3:54PM | By: Sherry Christiansen

Toyota Works to Repair Its Brand Image After Recalls

Toyota Motor Co. has recently tested as many as 4,000 vehicles that were involved in last year's recall, a recall concerning unintended acceleration caused by a faulty electrical system in Toyota vehicles. Toyota was unable to find any evidence of defective electronic throttle control after examination of thousands of vehicles involved in the safety recall. Steve Angelo, Toyota’s Chief Quality Officer in North America, stated: “Toyota has not found a single case in which electronics would lead to sudden unintended acceleration.” Angelo also stated: “Toyota has reviewed 4,200 individual acceleration-related complaints so far.”

Toyota has spent a lot of time and money in attempting to repair the brand image of the once world’s largest carmaker after the recall of 8 million vehicles for problems with “sticky gas pedals,” and unintended acceleration. Federal safety regulators agreed after examination of dozens of vehicles that had allegedly sped out of control for no apparent reason. After federal findings that driver error was responsible for a high percentage of the recall vehicles, the complaints of sudden acceleration have reportedly declined by 80%, according to Toyota.

Toyota has repaired approximately 5 million vehicles that were affected by the recall and implemented new safety mechanisms such as; Smart Stop Technology and enhanced event data recorders (EDR). The software for the “brake override” system which Toyota says will control 84% of new Toyota, Lexus, and Scion models sold today, was designed to shut off the accelerator if it becomes stuck, (when the brake is applied). Toyota will be the first automaker to offer the brake override system in every vehicle in its lineup.

The Japanese automaker is also working more closely with auto parts suppliers that provide parts for assembly of Toyota vehicles to ensure higher safety standards in the components that go into building new Toyota’s.

According to St. Angelo: “Toyota has made significant progress in recent months to help ensure that our customers can have complete confidence in the quality, safety and reliability of their vehicles, and our latest initiatives build on those accomplishments.” St. Angelo also said, “Our goal is to set new, even higher standards for quality assurance and customer responsiveness in both the factory and the market by continuing to put our customers first in everything that we do.”


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