Toyota: Quality is Job One

Play word association with the average American consumer. Say the words “quality cars.” Chances are they’ll respond with “Toyota.” For decades, the Japanese automaker has carefully nurtured and perpetuated a reputation for producing well-built/reliable cars and trucks. As a result, the company’s US sales have grown like kudzu. As of last month, Toyota now sells more cars in the Americas than Ford. If you discount fleet sales (so to speak), Toyota’s totals are within shouting distance of GM’s, both nationally and worldwide. Despite this startling, seemingly unstoppable success, or perhaps because of it, the company’s supposedly impenetrable façade has begun to show a few cracks.

Toyota’s first foray into US manufacturing began with a 25% federal tariff on foreign pickups. Toyota reacted to the punitive tax by importing bare chassis and attaching the truck beds in an American facility. When The Big Three (who were about to introduce their first domestic small trucks) pressured Congress into widening the tariff to include imported chassis, Toyota built an American plant to assemble complete trucks. Once the Japanese manufacturer realized they could build competitive vehicles stateside, they began expanding their American operations.


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courtstone - 8/18/2006 9:26:03 AM

+2 Boost

Shouldn't every auto manufacturer strive to make quality number 1? I would think that would be priority for everyone. What is more important than quality??

PlanoA4 - 8/18/2006 11:08:05 AM

+1 Boost

Toyota is making the needed changes to get back in line. It is a wonder it took this long to trip up. Anyway the public probably can wait a bit long on new models with some assurance that issues will not be a factor. It actually is the right thing to do.

kart1 - 8/18/2006 1:57:57 PM

+1 Boost

Quality can mean things like fit and finish to the actual quality of materials. However if the car does have problems in working and breaks down, etc. That is still a quality problem. So quality means everything, not just one thing. I mean if you have the best materials but they aren't put together properly then isn't that a quality issue? Basically what I am saying is that even though quality covers a lot of things and can be vague in describing everything, once something breaks it is a quality problem, no matter what it is.

kart1 - 8/18/2006 2:04:22 PM

+1 Boost

Quality and Reliability is what Toyota is build upon so Toyota focusing on this issue isn't a big surprise. So even though BMW, MB, and Audi don't have the quality they can survive because their brand image isn't built on quality. Toyota still dominates in sales and quality. It will keep dominating because it is giving what its customers wants. I mean I find most of the cars in the Toyota line boring, but they sell right?

PlanoA4 - 8/18/2006 2:18:23 PM

+1 Boost

kart1- I think they have a grip on the basics for sure. The biggest thing is the rash of recalls that hit them. They do not want that to happen again. Actually to slow down new model releases actually helps show they are going over everything with a fine tooth comb.

1970toyotamarc - 8/18/2006 3:56:11 PM

+1 Boost

The linked article is poorly written, a rehash of past articles and a lousy analysis of what quality means. Some of the comments on TTAC outline these points well. (Many of the recalls have been on small parts that have cause hardly any consumer problems, recalls still pale next to domestic recalls, Toyota responds more quickly and pro-activley). It's not gonna change anyone's minds, but hopefully anyone who reads the article will also read its comments.