• Feb 5, 2010
Those of you who are still following our ongoing coverage of the Toyota recall saga already know that the Japanese automaker has taken a direct blow to the chin when it comes to consumer perception. But just how low has Toyota sunk? Naturally, that depends on who you ask and on how much weight that person choose to put behind these massive recalls, but at least some of you seem to think the automaker has descended all the way to rock bottom.

According to YouGov BrandIndex – which we were admittedly not familiar with until running across this interesting little nugget – Toyota's -17.1 rating on February 3rd put the automaker below more traditional bottom-feeders like Hummer, which scored a -10.7 on the very same day. Just two weeks ago, the very same poll had Toyota up near the top with a positive perception rating of 28. It may not be the most meaningful statistic you'll run across today, but it's an interesting sidebar nonetheless.


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[Source: PRWeek US]


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  • 64 Comments
      • 4 Years Ago
      Hummer's still lower than Toyota in my book though.
        • 4 Years Ago
        OMG the media
        • 4 Years Ago
        neptronix

        TOUCHE !
        • 4 Years Ago
        I'd much rather have a H2 than a Camry, so Toyota ranks lower than HUMMER for me.
        • 4 Years Ago
        Say what you want about hummers, but, I HAVE YET TO HEAR A 911 TAPE OF A HUMMER SENDING A FAMILY TO ITS DEATH AT 120 MPH.

        correct me if I'm wrong

        (I'm not)
        • 4 Years Ago
        Yeah, hummers are involved in the 911 tape of some other family's death, lol
        • 4 Years Ago
        The Hummer would run out of gas long before it causes any death at full throttle. :P
      • 4 Years Ago
      It's a bit premmature to tell don't you think?

      This is me being a bit of a jack@ss, so ignore my bad faith, but I wonder, if I post something about Toyota on my website, will the Media or worse, will AB blog about it?
      • 4 Years Ago
      drainaaaaaaaaage, how can it be a design error and cost cutting by the supplier? Toyota designed it, supplier made it to Toyota specs. CTS came public with a statement that they made it exactly the way Toyota wanted it and Toyota never disputed the claim. Toyota is the one being accused of cutting corners and Toyoda admitted it. As we'll find out in the near future, it never was the pedal assembly. It's a software glitch.
      • 4 Years Ago
      They are still going to have legions of fans, regardless. I don't know what it would take to erase all their brand equity but this isn't it.

      TO me, the kind of people who buy Camrys and Corollas don't care much about cars and it isn't a passionate decision for them, they buy something because some book told them too and they won't have to deal with buyers remorse or their neighbor saying, "Why'd you get that?" Those types will most likely just go to the next safest choice on the list next time around Honda or Hyundai maybe Ford or Chevy.

      The kind of person whose had several Lexus vehicles after being upset by a Mercedes, BMW or Cadillac. OR the guy who goes offroading in his 4Runner or Tacoma or has 1000whp Supra probably won't care and will keep buying them.

      TL;DR: Toyota may drop to third or fourth, which ain't so bad.
        • 4 Years Ago
        Actually I was surprised to see that most Toyota owners' comments on various newspaper articles around the internet show that they're happy that Toyota has been recalling and fixing the pedals and really don't hold it against Toyota since they feel that other car companies would have ignored/dragged it out longer.
        And quite honestly this doesn't really make me any less likely to buy a Toyota. It actually makes me more likely if the prices of used Toyotas tanks because of paranoid idiots all trying to sell their Toyotas.
        If you already had something against Toyota then it probably adds fuel to your Toyota-disliking fire, but the people who already bought Toyotas are mostly just annoyed they have to go to the dealership. Annoyed is not the same thing as being scared away though.
        • 4 Years Ago
        I agree that this will not be the end of Toyota, and certainly will not turn die hard Toyota fans away from the brand.

        I also agree with your analysis of the types that will defect ("followers") and the types that will not ("enthusiasts"). Unfortunatly for Toyota, the vast, vast majority of their customers fall into the category of followers. I would say the ratio of "followers" to "enthusiasts" for Toyota is much higher than average, probably the highest in the business. Because of that, a debacle like this will probably hurt Toyota worse than it would a maker like Mazda or Jeep if they were put in the same situation
        • 4 Years Ago
        Camry and Corolla are Toyota's bread and butter cars. Your point is irrelevant. Its the same as saying; when is the last time you heard someone say "hey, check out my brand new Malibu, Impalla, Aveo, Equinox, DTS, G5, G6 or LaCrosse?" Never. Same thing. Toyota enthusiasts follow Supra, Celica, MR2, 4Runner, Land Cruiser and Tacoma. To keep things on a level field here, GM enthusiasts probably are of the Corvette, Camaro, Silverado and Trans-Am.
        • 4 Years Ago
        Toyota=enthusiast, now there's an oxymoron. They total maybe 10% of the buyers at most. When's the last time you heard someone come up to you and say; Hey, come here and check out this hot Corolla or Camry. Their bible, CR, does'nt recomend them anymore. Now that the damn has shown it's cracks it's time to vacate the riverbottom.
        • 4 Years Ago
        Supra, Celica, and MR2 are all gone. Tacomas had that frame rust scandal, there is little left for any Toyota enthusiast to hold on to. I would be surprised if they had anywhere near the amount of enthusiasts as the other brands do.
      • 4 Years Ago
      I think people are starting to realize Toyota is just another typical automaker nothing more nothing less...
        • 4 Years Ago
        Yes, that is what it looks like now. I also think part of the problem is their rapidly expanding model lineup has exposed vulnerablities in the quality armor as has happened with other car makers.
      • 4 Years Ago
      jmc8387, well said.

      The folks who have Toyota's and who never had a problem with them, aren't going to be swayed away by a media hyped up recall.

      What a lot of the haters don't understand is that Toyota customers used to be Ford, GM and Chrysler owners. Lower quality cars is what got people in Toyota show room floors in the first place and the bulk of them are happy owners. Can't please everyone, so a few might not like them. A few yota owners might be scared and go back to the big 3, but if they haven't fixed quality, its only going to be a one time buy. Anyone who has been driving for more then 10 years is going to know that American auto makers always try and talk up quality, and then they repeatable fail. Did they get it right this time? I don't know, but its going to take about a decade of continued quality that never drops to really win people back.
        • 4 Years Ago
        We traded our Camry for a Terrain and this summer it is good bye Tundra and hello F150. I work on Toyota's and will never own another.
      • 4 Years Ago
      i always thought toyota was ahead of all the car companies and never had a problem with my corolla until like three weeks ago and the car died and had it towed it turns out it was the ECM and now the check engine light comes now, and now the gas pedal thing, brake problems that toyota knew about the prius, really dont think i would buy a toyota again
      • 4 Years Ago
      If you had 400K on your Camry it was an anomoly. No way. I work on them and I have never seen that kind of miles on one except for taxi use and even the the domestic taxi's will match that. Sorry, I don't believe you.
      • 4 Years Ago
      But has it eroded below Saab yet?

      I think that's the true question we all want to know the answer to.
        • 4 Years Ago
        Oh shut up already. I'm not a fan of Saab, but your commentary on Saab's getting beyond ridiculous.
      • 4 Years Ago
      Something no one has touched on is Congressional hearings are coming up soon and all the signs are leading to a blood bath. Every indescretion Toyota has ever been involved in will be brought to light including the infamous sludge, rust, brakes, cracking firewalls and the much covered up SUV rollovers. And most of all, the big coverup.
      ABC's Brian Ross is'nt going to let up on this until the last chapter is written. He is one of the best out there and he'll be the one writing the last chapter.
      I questioned my broker if I should take advantage of the falling Toyota stock and he advised not to get involved in it, but if a speculator was wise, he'd wait until after the hearings as he thinks the stock could drop below $30 a share and take several years to recover.
      Residual values are already starting to take a hit and it won't take long before your trade in value is lower than Chrysler.
      Many of the other manufacturers if not all are giving a bonus to buy their offerings but they don't want your Toyota. They know it could be months and months before they get the "shim" so they can resell the Toy. They're even more afraid to take them in at current NADA only to see the value plummet for a big loss.

      My prayers are with you Toyophiles, you're gonna need them.
      • 4 Years Ago
      At the end of the day, my safety and the safety of my family is more important that a company's "image."

      I moved past toyota after the strange dealings regarding rollover safety (being reluctant to handover what evidence had not yet been destroyed). This accelerator issue is just reinforcing that decision. I'm not even convinced that the problem isn't electrical.
      • 4 Years Ago
      All this craziness about the sticking floor mats and unintended gas pedals or whatever the problem is, it does not matter to me. I replaced my F150 with a Tundra and the F150 was no worse than the Tundra and consequently, the Tundra no better than the F150. So either the F150 is better than given credit for, or the Tundra is not as good as it is given credit for. Both trucks have experienced the same problems, but the Tundra drives like a large Camry, which it pretty much is; the Ford was ponderous to drive.
        • 4 Years Ago
        I was totally with you until you said the Tundra drove like a large Camry.
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