The largest recall in Toyota Motor Corp. history will probably put a serious dent in the Japanese automaker's pocketbook. But the hit to Toyota's image could prove even more damaging.
The company's reputation as a builder of reliable, trouble-free vehicles has been tarnished by a series of quality problems, including the recall of more than 4 million Toyota and Lexus cars and light trucks to fix a defect that could cause runaway acceleration. On Wednesday, Toyota unveiled an elaborate plan to fix the problem that ultimately could cost hundreds of millions of dollars.
Also this week, Toyota said it would recall 110,000 Tundra pickup trucks because excessive rust on the frames could cause the spare tire to fall into the roadway and create a hazard for other vehicles. Earlier this month, Toyota suffered another blow when none of its vehicles were named top picks in the Insurance Institute for Highway Safety's tests of 2010 model cars and light trucks.
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