Toyota Decides They Want Their Reputation Back

Toyota Decides They Want Their Reputation Back
During Bob Carter's first year as general manager of Toyota Division, the brand was enjoying hot hybrid sales and making inroads in the full-size-pickup category with the all-new Tundra. But the brand's quality reputation took a hit last fall when Consumer Reports announced it would no longer automatically recommend new Toyotas as "most reliable" without testing them.

While the automaker takes pains to point out that its Toyota, Lexus and Scion models collectively lead the industry with the most models on the magazine's list, it will be up to Mr. Carter to hammer home the reliability claim.

He seems well-suited to the task. Mr. Carter has been at Toyota Motor Sales USA since 1981, after serving as part owner and general manager of Hyannis Toyota in Hyannis, Mass. His stints at the automaker include a number of key posts, including regional general manager, VP-sales for the Toyota Division, and VP-sales and dealer development for Lexus.


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07G35J07G35J - 2/21/2008 4:57:58 PM
+11 Boost
Consumer Reports may have slightly tarnished Toyota's reputation with that comment, but, being Toyota, it won't be difficult for them to wipe that stain off and keep being one of the most reliable brands in the world (if not the #1).


Homer008Homer008 - 2/21/2008 8:06:48 PM
+2 Boost
they are #1 and it seems to me that the reputation has been #1 since the 80's if not earlier. I cannot believe this article...I mean they never really lost it IMO.


rockerrocker - 2/22/2008 9:51:41 AM
+1 Boost
God knows your opinion matters.


lexusis350lexusis350 - 2/21/2008 5:05:30 PM
+8 Boost
Good for Toyota. I always thought it was rude for Toyota to turn their back on the only reason they are #1, their reliability.


enthusiastx11enthusiastx11 - 2/21/2008 6:33:55 PM
+4 Boost
nice press release.


85bmw745i85bmw745i - 2/21/2008 7:46:36 PM
+5 Boost
At least they arenn't taking over 20 years like GM. At least they are taking action now. Thats the kind of dedications American manufacturers needed decades ago. Although this type of effort will go un-noticed by most American buyers as most of us are un-informed and go by what friends say rather than get educated about cars.


sailnflsailnfl - 2/21/2008 8:13:26 PM
-5 Boost
you arenn't knnowwing 0


speedmasterspeedmaster - 2/21/2008 8:16:39 PM
+5 Boost
They need to get Jim Press back from Cerebus.

He was instrumental in the success of Toyota and the launch of Lexus.

It was a great loss to see the Toyota North American president and the only American of the Toyota board defect to Chrysler.

Jim Press's departure was a significant blow to Toyota. He timed it just right after they launched the new Tundra.






tattedtwicetattedtwice - 2/21/2008 11:20:18 PM
-1 Boost
Too little too late. This is what happens when you pump out new models every two weeks in a desperate bid to grow. Just ask nissan.

Watching them slide has been a treat, and I look forward to more of it.


silver1silver1 - 2/25/2008 11:48:46 AM
+1 Boost
Why are you so Jeolous of Toyota/lexus articles....I've been reading your comments and you always have some negative to say... Why would you love to see Toyota go down? Toyota going down makes you happy? Is it because their the richest automaker in the world? World's best selling car? U.S. Best selling car? U.S. best selling Luxury Brand?

What is it? Why do you hate Toyota so much, what have they done to you that you would love to see them go down?


kpaxxkpaxx - 2/22/2008 9:05:45 AM
+1 Boost

toyota does not understand they are a new animal. Their old quality principles no longer work on the scale to which they manufacture cars.

I think GM is now the leader in producing large volumes of cars which are High Quality.

P.S. I know this statement will be hard for many people to understand and I am not trying to flame. deboost me if you wish.


PlanBPlanB - 2/22/2008 9:40:22 AM
0 Boost
I agree with you. But thats only because GM's top spot has been taken, depending on who you ask, and they had to painfully go through some major changes. Now, they're turning out better products and listening more to their customers. I think Toyota is in this situation now only because they've never been in it before and didn't quite know what they were getting into. But given their track record they should bounce back.


r_driver04r_driver04 - 2/22/2008 10:42:11 AM
0 Boost
Toyota just needs to get back in the saddle and got to work. They have rested on their sparkling history long enough, it's time to get back to work. They've made extremely reliable cars/trucks in the past and now it's time to upgrade their quality control processes to accomodate their increased product line. Toyota's not in danger of losing their #1 spot if they act now.


85bmw745i85bmw745i - 2/22/2008 8:52:07 PM
+1 Boost
I wonder if the Toyota built pontiac vibe counts as a GM vehicle.


S4cabriofoxoneS4cabriofoxone - 2/23/2008 2:06:30 PM
0 Boost
"GM lost the lead earlier this year. Toyota is the number one sales leader in the world for 2007:"

However, it looks like GM will win this year, because GM went up in January and Toyota went down.


bigTYMEbigTYME - 2/22/2008 12:53:57 PM
+2 Boost
Thats good for Toyota, but they are seriously facing some tough competition right now. Most automakers these days have placed reliability and fuel efficiency at the top. Whereas before Toyotas and Hondas were considered the only reliable cars, now there is Nissans and even some of the newer Fords like the Fusion and Edge that are just as good if not better in reliability (ConsumerReports). The only thing Toyota had above all manufacturers is now being aquired by most manufacturers. As for the reliability of the domestic products, I really think Ford is gonna shine in a couple years, and GM right behind them, however Chrysler is still lost.


carguy68carguy68 - 2/22/2008 1:17:43 PM
+1 Boost
this is great news...they finally opend their eyes.



XYZZXYZZ - 2/23/2008 10:22:32 AM
0 Boost

what few, especially detractors, fail to notice, is that while toyota's rep took a fall, it was positioned at an extraordinarily HIGH POSITION to begin with.

it "...took a hit last fall when Consumer Reports announced it would no longer automatically recommend new Toyotas as "most reliable" without testing them."


who else had EVER gotten such a rep, to have had AUTOMATIC RECOMMENDATIONS without the products actually being tested?

CR has merely put toyota back to the level of ALL mfgrs, where the ratings are given AFTER testing.

toyota has NOT fallen BELOW anybody.






XYZZXYZZ - 2/25/2008 3:39:35 AM
+1 Boost
ok, from the very link you cite:

"The survey dropped Toyota from first to fifth place - behind Honda, Acura, Scion and Subaru - in average vehicle reliability. The rankings are based on average predicted reliability for all models sold under a given brand."

scion is part of the toyota group, and acura part of honda. so it's not toyota has "plummeted" all the way down to 5th. more like just 1st to 3rd.

from all the hoopla about "domestics catching up and surpassing the imports," you'd think toyota has dropped below gm, ford and chrysler too.

personally, i'd think it still MOST COMPLIMENTARY to be behind ONLY honda and subaru.


"Toyota Motor Co., which makes Toyota, Lexus and Scion cars, makes 44 percent of the cars rated as "Most Reliable" by Consumer Reports, Dominicis pointed out."


given their respective market shares, i wonder if even honda and subaru can exceed this 44%.

again, the reports of toyota's "downfall" in quality have been grossly exaggerated.
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