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Toyota Truck Recall
Quality Image 'Finished' Due To Defective Models


Recently the Toyota truck recall probably hit Toyota hard enough to kill its image of being a quality auto company. Reports say the company faced the biggest crisis that has ever happened in the auto industry. The company recalled 2.3 million cars ranging across its 8 top vehicles after a defect appeared in the accelerator pedal. The world's second largest auto company temporary halted the sales and manufacturing of the defective models which surprisingly accounted for more than half of its US deliveries.

Toyota's reputation for long-term quality might be finished. Maryann Keller, senior adviser at Casesa Shapiro Group LLC in New York was quoted by the news agencies. She said "People aren't going to buy Toyotas. It doesn't matter which model. What's happened is sufficient to keep people out of the stores". During the Toyota truck crisis, Toyota's American depositary receipts fell as the 2.3 million cars including the top-selling Camry and Corolla were recalled to fix the flaw. Five North American plants of Toyota sat idle due to the controversy.

According to analysts Toyota lost 20,000 vehicle sales a week during the crisis. According to analysts, the defective models accounted for 70 percent of Toyota sales and about 56 percent of overall US auto sales. The defect found in the vehicles, could in rare instances, mechanically stick the accelerator in a depressed position or return slowly to the idle position. Surprisingly though, there have been no incidents, accidents or injuries reported resulting from the defect.


We (quality people) know that Toyota is one of the leaders in quality field; and now we wonder how this Toyota Truck Recall happen; where is design for six sigma; supply chain management programs ...etc.

After reviewing this article on the Toyota Truck Recall, see here for more discussions on quality issues.

Now ; What You Think

Is It True That Toyota Quality Image 'Finished' Due To Defective Models

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What Other Visitors Have Said

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You can only sustain invincibilty with poor service for how long?
I have a few friends in the motor industry, from Merc, Ford, Nissan, BMW. This situation has been foreseen by many in the industry for a while. it seems …

The image created over decades can not be seriously hit by a mistake
The Image created over decades can not be seriously hit by a mistake if the issue is handled quickly and promptly. Toyota has to be willing to take a financial …

Quality is not all about processes, systems, procedures and organizational designs. Inside and deeper all these factors are "people". Growth does not trickle …

Toyota 'Down but not out'
I disagree with what people are saying about Toyota's quality image being finished. Yes they have had to recall a large amount of vehicles of all different …

Toyota image
First and foremost, its weird that Toyota has QC has allowed such problem to arise. The reputation of Toyota has been hit hardly but dont forget that this …

Quality System Leader
 Not rated yet
Those that think Toyota is "finished" because of the accelerator pedal problem do not understand what is quality about, what is its philosophy, and do …

Everyone makes mistakes, its the lesson learned that is important
 Not rated yet
That is a good point, but what will you buy? All manufacturers have had one recall or another, and not all have been as gracious as Toyota to admit and …

 Not rated yet
I don't think their reputation is finished. They have to pick themselves up and investigate as to where they went wrong. Toyota is a very good company …

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