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Toyota's reputation takes a pounding
Massive recall is latest evidence that vaunted quality has slipped
October 7, 2009
By Paul A. Eisenstein

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It can take years to build a reputation. Now Toyota has to wonder and worry how quickly an image can be shattered. This should have been a great year for the Japanese maker, which knocked down king-of-the-hill General Motors in late 2008 to become the world’s best-selling automaker. But Toyota hasn’t had much time to celebrate. The carmaker has been plagued by a variety of setbacks, including slumping sales, under-utilized assembly lines and multibillion-dollar losses.

But perhaps most worrisome of all are signs that the company’s vaunted quality has been slipping. Long hailed as the industry benchmark, some key Toyota products have suffered quality snags in recent years. That includes the new Tundra pickup, which Toyota had hoped would finally give it a foothold in the full-size truck market, the last segment controlled by the Big Three.

On Wednesday, The National Highway Traffic Safety Administration said it has launched a probe into Toyota's 2000 and 2001 model year Tundra pickups after authorities received complaints alleging that "severe frame corrosion" caused brake system failures or spare tire separation.

While the company insists it is getting its quality control sorted out, last week’s recall of 3.8 million Toyota and Lexus-badged vehicles certainly doesn’t help on the image front. The recall is meant to replace floor mats that can unexpectedly snag the accelerator pedal, making it difficult to slow a vehicle down. It was ordered after a California state trooper and three family members were killed in a related accident involving a Lexus.

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