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Would you buy a Toyota?

Would you buy a Toyota?

Surprisingly, 34 percent of respondents to an online poll say the recall of 8.5 million vehicles will not affect their decision when next buying a car.

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February 28, 2010 3:20 by



In the US, the recall issue has hit brand loyalty. Research by Kelley Blue Book Market Intelligence, a US-based automobile information service company, found that owners of other car brands were less likely to consider buying a new Toyota now. The research found that 51 percent of Toyota owners are looking at a new Toyota purchase, down by 6.5 percentage points from the fourth quarter of 2009 to the period of January 27 – February 10 of this year. Kelley Blue Book added that owners of other brands also were less likely to consider buying a new Toyota. The decrease was by 5 to 8 percentage points, depending on the other brand.

But Kipp readers, who predominately reside in the Middle East, do not seem to have been as affected by the recall issue. A reader poll found that only 15 percent of respondents said that they would not be buying a Toyota because “its reputation is tarnished”. Surprisingly, 34 percent of respondents said “the recall won’t affect my decision”, and 21 percent said “I will consider buying a Toyota, as it has handled the recall swiftly”. The remaining 30 percent of respondents said “I wouldn’t consider buying a Toyota anyway.”

Toyota has taken some steps to resolve its PR crisis. Earlier this year, the company said that all future models will include a brake-override system that will cut the engine when the accelerator and brake pedals are pressed at the same time. New vehicles will also have an enhanced on-board event data recorder, a kind of “black box” for the vehicles, the company said.

But whether such initiatives can help restore the automaker’s brand status, in the US market at least, remains to be seen.

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4 Comments

  1. Moamer on March 1, 2010 12:35 pm

    hi

    Lets do a reality check. Let us get all the comparative data for every vehicle manufacturer from 1900 to present day for every model car with safety violations or complaints of injury or death.

    The honest frank look will reveal that the countries prosecuting Toyota are the host countries of some of the most flagrant safety violations. The internal departments do C/B analysis and if the cost of paying death benefits to victim’s families is less than recall there is no recall and no one in the public ever knows.

     
  2. Salim on March 3, 2010 10:22 am

    Ben – take a step back. Don’t you see it that the timing of the whole escalation and hardline action by congress fits nicely when the US is trying to prop up their own auto industry?

     
  3. Andrew on March 4, 2010 9:26 am

    Yes Salim, Toyota purposely ignored complaints about accelerator related injuries and deaths going back 2 to 3 years, prior to the full effects of the financial crisis, because a crystal ball using US House of Representatives decided it would be useful for them to commit reputational hari kari right about now.

     
  4. Mahmoud Sliem on September 12, 2010 7:18 pm

    I bought a Toyota Corolla on 2008, it is my worst nightmare since 2008 till now, “I WILL NEVER BUY TOYOTA EVER, AND I ENCOURAGE EVERYBODY TO DO THE SAME”

     

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