I think we can all now agree that Toyota has won the crown of "most severe quality issue" from the previous champions, Ford and Firestone. Toyota is going to lose hundreds of millions of dollars on this, both directly and indirectly. Directly, through replacement costs, and lost sales while the plants are down, and indirectly through their damaged quality reputation.
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However, one must commend them for sticking to their principles of "when there's a problem, stop what you're doing an fix it."
No big 3 plant manager would survive closing down his factory until a problem was fixed.
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Note that the comments section of many blogs (Jerry Flint in Forbes and Business Week) are getting pro-Toyota comments, some from obvious corporate fan boys and sockpuppets. Toyota has been trying to 'contain' the problem by blaming floor mats, and now the pedal - they are avoiding the software and design issues. This will look like Watergate before it is over.
Toyota received top marks as the car with the overall best brand perception in the Consumer Reports Car Brand Survey this year; it will be interesting to see if they can hold their ground in next year's survey after their recent recalls. This free article from Consumer Reports lists all the best and worst brands in multiple categories, according to consumer perception:
www.crautobrandsurvey.com
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