Study Reveals Toyota Is No Longer Being Considered By Many New Car Buyers

Study Reveals Toyota Is No Longer Being Considered By Many New Car Buyers
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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91z4me91z4me - 3/23/2010 9:46:15 AM
+11 Boost
I for one am glad you took time to share your valuable insights with us today!


kornholiokornholio - 3/23/2010 10:32:15 AM
+6 Boost
I still talk to people all the time who have no idea about any of Toyota's problems and think they are the best. Toyota did a good job of strong arming the media into not reporting on the problems they were having by pulling ads and threatening similar actions against news networks that sullied their "good" name. They got off very easily compared to the bad press that American car makers have gotten in the past.


MeanVulcanMeanVulcan - 3/24/2010 3:49:47 PM
+1 Boost
I think the majority of Toyota owners are aware. Most of the ones I know are fully aware. This news has been all over TV and the news as well as online outlets. Those that still are unaware must live without a TV or internet.


kornholiokornholio - 3/27/2010 11:46:03 AM
+1 Boost
Here is the url to the story about the retaliation by Toyota for bad press. http://abcnews.go.com/Blotter/toyota-dealers-pull-abc-tv-ads-anger-excessive-toyota-safety-recall/story?id=9776474 Also it should be noted how every reporter during the runaway Prius story refused to say that it was because of Toyota defect.


kpaxxkpaxx - 3/23/2010 11:44:30 AM
+4 Boost


I know some people who are considering selling their toyotas which they bought recently!


upwardsupwards - 3/23/2010 11:52:17 AM
+4 Boost
I sold my Corolla and bought a Chevy Malibu during the first floor mat recall that turned out to be a cover up for the much more serious pedal problen. The Malibu is by far a better car than my Corolla or even the bad handling camry.


upwardsupwards - 3/23/2010 10:58:14 PM
-2 Boost
Did you not read that I said it was better than the poor handling camry as well.


M53RM53R - 3/23/2010 12:43:04 PM
+9 Boost
Unfortunately, not many people are even aware of Toyota's quality slips.


pepito66pepito66 - 3/23/2010 12:53:45 PM
+2 Boost
Yes is true some people don't know what really happens and they still consider toyota a good quality car open your eyes people and choose a perfect car for your money. Don't waste your money next time.


M53RM53R - 3/23/2010 2:03:39 PM
+3 Boost
Or maybe they just don't wanna die?!


PerformanceGuyPerformanceGuy - 3/23/2010 1:26:05 PM
+4 Boost
Can't really say I am surprised. Most people are switching to Nissan and Honda. There were 3 people here at work that were looking at Toyota, but 2 went Nissan and the other went Honda.


fatandsassyfatandsassy - 3/23/2010 2:42:40 PM
+3 Boost
Not a shocker.


Mason3RobertMason3Robert - 3/23/2010 3:58:03 PM
+2 Boost
(cough)

I think I'll still buy a Toyota...thanks but no thanks.

Some of you are absolutely right...many people don't know anything about the quality issues or specific recall facts...They can only go by their Toyota going for 300K, having a pretty good resale valve (lets not forget what JD Power said about Toyota/Lexus for 2009), and being pretty reliable as far as maintenance and problems per vehicle.

Not everyone's a media junkie....


Htay7500Htay7500 - 3/23/2010 4:03:21 PM
+1 Boost
Badgewhore, why should I buy a toyota?


blueshirts0819blueshirts0819 - 3/24/2010 3:01:15 PM
+2 Boost
but too many people already know GM makes bad quality cars.


MeanVulcanMeanVulcan - 3/24/2010 3:47:09 PM
+1 Boost
it didnt't take a genius to know this would happen. Many are ready to turn in their leases at lease end and shop for a different brand. A few of my friend's who have Toyota's/Lexus have said they intend to switch and they've had it with these brands.

It seems that Toyota's incentives are simply attracting bottom dwellers looking for a deal on a car. These people are not necessarily loyal to the brand so it seems either Toyota should prepare for market loss or for long term incentive plans to attract more bottom dwellers. Either way, a loss in profits.


kornholiokornholio - 3/26/2010 7:34:28 PM
+1 Boost
No it is a fact that Toyota pulled ads from southeastern ABC affiliates as a retaliation for too much bad press and served it as a warning to the rest of the media. Toyota has what all networks want- lots of advertising dollars. You are a Toyota fanboy who is either in denial, trying to fool someone, or just plain stupid.


XYZZXYZZ - 3/28/2010 2:56:17 AM
-1 Boost
DEALERS pulling ads is not the same as corporate Toyota pulling ads.


XYZZXYZZ - 3/28/2010 3:17:24 AM
-1 Boost
even with all the recent hullaballoo, CR has only suspended, not cancelled, their recommendations of the toyota models affected. presumably once the issues are resolved, the recommendations will be re-instated again.

also DESPITE all the overblown publicity, CR STILL RATES toyota as the no. 3 company on overall quality of vehicles. ford is no 11, gm no. 13, and chrysler is at the tail end at #14.

and this is based on the ROAD TEST SCORES. with regard to reliability and quality, toyota is STILL #1, with honda #2.

even more embarassing for the D3, is even VW outscores then, at #6.


ToyotaGUYToyotaGUY - 4/9/2010 10:35:58 PM
+1 Boost
I would still consider Toyota, But if I buy American GO FORD !!


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