Toyota and its Ongoing Reputation Redo

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By Karen Schwartz

Photo: The Canadian Press/Jacques Boissinot

Toyota needs “a better approach to dealing with what remains a crisis of confidence among consumers” says a Globe and Mail story. With other brands biting at its heels — Hyundai is set to launch the Elantra, Ford with a new Focus on the way and Honda’s new Civic on the horizon – the company’s new Corolla is a start, it says.

New headlights, taillights, and grille are a plus, for example, but paired with a “seemingly endless list of recalls,” the company “keeps undermining the incredible performance of their vehicles,” the story quotes DesRosiers Automotive Consultants data saying.

The story asks if Toyota may be lacking a “sense of urgency” born out of earlier successes.

Last month, PRNewser asked if Toyota’s campaign to have consumers come up with alternate uses for their technologies had reputation-restoring roots. Participants have until February 28 to submit an idea.

At the annual dealer meeting in October, Toyota Motor Corp. president Akio Toyoda said the company’s reputation will rise again.