On the surface, Toyota would seem to be surviving its sudden acceleration crisis in remarkably good shape.Thanks to one of the most aggressive campaigns of cut-rate financing and cash incentives in its history, the Japanese automaker's sales declined only slightly in February, and early signs point to another strong performance in March.
But according to a confidential market research study reviewed by Fortune, the recalls have battered Toyota's reputation in every measurable category, including brand consideration -- an essential step in the decision process that leads to buying a car.
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