Repeated recalls denting automaker's image

• Source: Global Times
• [08:09 February 08 2010]
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An RAV4 on an auto show. Photo: CFP

By Chen Xiaomin

Toyota recalls deepened as design problems with the braking system of some of its highly-popular hybrid gasoline-electric hybrid Prius models were confirmed Thursday by the automaker.

After receiving about 180 complaints in the US and Japan, Toyota said the company had rewritten the software program in late January to improve the Prius' braking system, but hadn't informed its customers of the defects.

The move drew another question mark on the Japanese automaker's reputation for reliability and quality, as it has not provided a satisfactory explanation to the continuing world-wide recalls affecting over eight million vehicles due to gas pedal and floor mat problems, that could cost it $2 billion.

While other Toyota models have been recalled in China – most recently more than 75,000 RAV4 SUVs, a Toyota China spokeman told the Global Times that the third-generation Prius hadn't yet been imported to China.

Consumer confidence shaken

Toyota announced January 21 that it would recall 2.3 million vehicles in the US due to sticking accelerator pedals, involving certain 2009-2010 RAV4s, certain 2009-2010 Corollas, 2009-2010 Matrixes, 2005-2010 Avalons, certain 2007-2010 Camrys, certain 2010 Highlanders, 2007-2010 Tundras and 2008-2010 Sequoias.

Five days later, the automaker suspended its US sales and production of these involved models, which accounted for 56 percent of Toyota's 2009 US deliveries.

Toyota China announced January 28 that it would halt sales of problematic RAV4s for the same reason, and recall 75,552 RAV4 SUVs produced between March 19, 2009 and January 25, 2010. The model was launched in China last April and became popular, with orders reaching about 74,000 by the end of December.

Toyota is the second largest Japanese auto brand that sells in China, with its 2009 sales only after Nissan.