Recalls erode value of Toyota's global brand

[Omaha Steve]

Source: AP

By YURI KAGEYAMA

TOKYO (AP) - Toyota remains Japan's No. 1 global brand, but its value has fallen by nearly a fifth because of the recent massive recalls that dented consumer trust in the quality of its cars, according to an international consultant.

An Interbrand report released Tuesday said that the value of the Toyota Motor Corp. brand dropped 16 percent to $25.66 billion compared with its last report released a year ago.

New York-based Interbrand assesses brands from around the world based on financial strength, influence on purchasing decisions and earnings potential - a method considered a global standard for ranking brands.

Toyota's Lexus luxury model nameplate, which placed seventh last year, dropped to eighth, losing 19 percent of its value, Interbrand said.


Read more: http://apnews.excite.com/article/20110201/D9L3V56O0.html

[BenzoDia]

1. That's a damned shame. I've owned a Tercel, two Corollas, and a Camry, All have been wonderful

vehicles. Though I did have to take the Toyota in (free of charge) when they were having the brake issues.

[Mopar151]

4. Toyota used to hide recalls

as "service campaigns" ( to bury bad publicity). They got caught out by the sticky throttle problem, and can't hide it anymore.

[Omaha Steve]

2. Owners of over 12 million cars recalled in the last year might not agree with you

Many were recalls that should have been made years ago. Some went back 10 years.

[BlueIris]

3. At this point, I wouldn't drive a Toyota if it were free. If literally everything

about the car, its maintenance costs, insurance, etc. were totally free.

I just wouldn't feel safe.