Toyota Motor Corp.'s top executives are growing increasingly concerned that the frantic pace of growth at the Japanese carmaker, which could become the world's largest next year, is hurting its reputation for quality.
The carmaker is running a "back to basics" campaign after its image was tarnished by a series of recalls of vehicles for repair, even as it prepares for a final push to take the coveted No. 1 position from troubled General Motors Corp.
Shinichi Sasaki, president and chief executive of Toyota in Europe and a former head of quality for the group, says new factories outside Japan and rapid recruitment of new workers at home have hurt the "built-in quality" culture. He points to the widely watched J.D. Power & Associates measure of quality and customer satisfaction, as well as the recalls, as prompting "very serious concern" at the top of Toyota.
"Competitors are catching up with Toyota in their J.D. Power scores," he said. "In some areas, especially Europe, our score is not good enough for our expectations."
Toyota has lost its position as the top mass-market brand in the J.D. Power table to GM's Buick, although Toyota's Lexus premium badge remains the overall best-rated.
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