What’s Next for Toyota?

2011 Toyota Prius v

2011 Toyota Prius V (Photo from Carceria.com)

I’ve watched the Toyota sudden-acceleration drama as it has played out over the past year with great interest.  Since I’m old enough to remember when Audi was accused of the same thing, I’m also old enough to know the Volkswagen-owned Audi was nearly driven out of business as a brand by those accusations.  Audi made it through those challenging times, and they currently have multiple models on Kiplinger’s 2011 Best Car Values list.

According to CNN Money, Toyota was the only major U.S. manufacturer to experience a decline in sales in 2010.  Thus, when the NHTSA delivered findings from their 10-month investigation that even saw substantial NASA involvement, it provided welcomed news for Toyota.

Industry analysts are projecting an increase in sales for Toyota in 2011, but by no means is all rosy for Toyota just yet.  There are new allegations claiming the NHTSA study did not have an adequate pool of data on which to make the report’s findings.

Expect continued congressional investigations, and of course, the lawsuits.  The first is scheduled for trial in 2013, and there will be a series of cases to test class-action viability.

And because these things are all newsworthy, it won’t be out of the question to see a continued presence of challenging news for Toyota for some time to come.  Despite this, with positive sales momentum and with the worst appearing to be over, it’s not all bad for Toyota.

We think consumers just want safe, well-built, high quality and reasonably priced cars.  And large portions of Americans continue to choose Toyota for those very attributes, only now they have affirmation from the NHTSA and NASA.

What do you think the future holds for Toyota?


About Cecil Helton

Cecil Helton Cecil Helton is a U.S.-based writer and editor with passions for cars, motorcycles, boats, technology and social media. Much of his professional life since 1996 has been web-centric, and he’s written and developed content on a variety of subjects. His work in the houseboat industry received wide acclaim, such as winning the 1999 Cisco Systems Growing with Technology award and being named one of five finalists in the manufacturing sector of the 2000 Computerworld-Smithsonian Awards. As an Air Force brat, he spent much of his childhood in a two-year cycle of moving to a new place, making new friends, establishing a life, and then moving again. Destinations included: Kentucky, Illinois, Texas, the Greek isle of Crete, California and Ohio. Today you’ll find Cecil coping with his 15 year old son’s decision to pursue a motorcycle license at the same time he gets his driver’s license, being active across the web on multiple social media sites, and of course, writing articles and creating content on automotive and car insurance related topics right here at CarInsurance.org.


Facebook Comments