With any major purchase we make, we want value. We want satisfaction. And of course, if there's any problem, we want the company to correct it. Quickly.
For Toyota, the leading seller of automobiles worldwide, (with 9.75 million sold in 2012) the recalls are really starting to add up. And that may worry you if you're a Toyota owner. It should certainly worry any auto manufacturer whose selling proposition and brand equity is built on quality.
Just last week Toyota recalled 185,000 Yaris vehicles. In June, Toyota announced a global recall of 242,000 Prius and Lexus hybrid cars made between March and October 2009. Is that troubling? More than 13 million vehicles have been recalled since 2007.
Since September 2007, Toyota has recalled over 13 million vehicles globally. Problems have been as minor as faulty floor mats, and as major as defective brakes and steering, reports automotive analysts at Inquisitr.com.
From the basic Camry and Corolla to the top-of-the-range Lexus and Prius models, few models have been exempt.
Of course, Toyota is not the only car-maker with problems. Neil King, automotive analyst at Euromonitor, said “Recalls seem to be so commonplace these days, I don’t see it having any major impact.” He also pointed out that, as vehicles become more technologically advanced, recalls become more frequent."
Additionally, in contrast to Toyota’s policy of ‘biting the bullet’ and moving on, Chrysler once refused to recall 2.7 million older-model Jeeps, claiming that there was no basis for fears about the fuel tanks being dangerous.
Ford took a similar stance with its Pinto model, which lead to the worst scandal ever to hit the US motor industry. It was alleged that Ford management had decided that it was cheaper to pay out on death claims than to redesign the car.
What do you think? Does the frequency of recalls reflect transparency? A company determined to pursue quality and consumer trust? Or does the negativity of recalls diminish the value and attraction of Toyota vehicles, in your estimation?