Click to enrage … we mean, enlarge

According to the MSM and many on-line pundits, the NHTSA has been drowning in customer complaints about Toyotas for years. Supposedly, the warnings were thrown in the wind.

Edmunds went through the pain of sifting through NHTSA’s complaint database from 2001 through Feb. 3, 2010 . After the counting was done, Edmunds came to a startling conclusion: The deluge of complaints is a myth, to put it charitably. “Fabrication” would be a better word. Amongst 20 brands, “Toyota ranks 17th among automakers in the overall number of complaints per vehicle sold,” says Edmunds. NHTSA’s own data shows: Only drivers of Mercedes Benz, Porsches and Smarts have less to kvetch than Toyota owners. (Read More…)

Transportation Secretary Ray LaHood’s get-tough quotes during the Toyota recall have generated significant backlash against an administration that is already knee-deep in the automotive industry. The governors of Mississippi, Kentucky, Indiana and Alabama (all of which host Toyota plants) laid into the NHTSA and Obama administration in a letter covered by the Detroit News. The governors argue:

Despite the federal government’s obvious conflict of interest because of its huge financial stake in some of Toyota’s competitors … it has spoken out against Toyota, including statements U.S. government officials have later been forced to retract… Toyota must put the safety of drivers first and foremost. However, they deserve a level and reasonable response from the federal government – one that is not tainted by the federal government’s financial interest in some of Toyota’s competitors

Strangely, the governors of Texas and West Virginia, where Toyotas are also assembled declined to sign onto the letter. Still, the attack isn’t being simply written off has home-state selfishness. One bellwether for the issue is the fact that the Detroit News looked past its own hometown interests and ran an editorial by the Cato Institute’s Daniel Ikensen, amplifying the governors’ critique. And sure enough, Obama decided to take the issue on head-on in an interview yesterday.
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Yesterday, a strange love-fest between U.S. Ambassador to Japan John Roos and Japan’s transport minister Seiji Maehara ensued. After their meeting in Tokyo, as reported by the Nikkei, the ambassador and the minister said that everything is hunky-dory, and that Toyota’s recent recalls won’t undermine relations between the U.S.A. and Japan. Which is odd in itself: Since when does a $15 gas pedal get a leading role on the world stage of international politics?

Ambassador Roos effusively told reporters that the recall issue ”in no way has any kind of direct or indirect impact on the strength of the bilateral relationship between the United States and Japan.” Who said it would? (Read More…)

Hyundai and Toyota have done the math, and they know Americans almost always prefer big, crude and comfortable over slick, trim and stylish. In hopes Impala-ing this fat part of the mid-sized sedan market, Toyota and Hyundai have refreshed their Avalon and Azera sedans for 2011, and the results are… well, frankly, we can’t tell.

Toyota’s president Akio Toyoda was already getting ready to “visit the United States over massive recalls of its vehicles,” reported the Nikkei [sub]. Japan’s transport minister Seiji Maehara told U.S. Ambassador to Japan John Roos that Toyoda would be dispatched to DC. There, he would be ready to  “explain the recall problems to the U.S. Congress if asked.” (Read More…)

Here’s a challenge: try to find a review of the Toyota Corolla that doesn’t bemoan its numb steering. Now try with a Chevy Cobalt. Or a Venza, or Vibe, Or Rav4, or Equinox. What do these vehicles have in common? Column-mounted electric power steering systems from JTEKT, a Toyota spin-off supplier which has done a brisk business in these fun-eliminating steering systems. And though the motor press has been bashing electric power assist steering (EPAS or EPS) for its deleterious effect on handling, the explosive growth in these systems may put more at risk than mere enthusiast-approved steering feel.
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Every year, Japan’s Ministry of Economy, Trade and Industry hands out prizes for products it regards as the pinnacle of energy-efficiency and eco-friendliness. This year, Toyota’s Prius was chosen as the recipient of the grand prize.

Last Monday, Toyota said “enryo shimasu” (no thanks) to the Ministry, and refused to accept the governmental honors, an industry ministry official disclosed today to the Nikkei [sub]. (Read More…)

Toyota’s PR efforts have been competent if muted during the ongoing recall scandal. Though it could certainly have done more in the past weeks (specifically by making top leadership more available to the public) Toyota has carefully avoided overreacting to the mushrooming media frenzy. Until now. The NYT’s Wheels Blog reports that the 173 Toyota dealers who make up Toyota Southeast have pulled regional ads from ABC stations because of “excessive stories on the Toyota issues.” Toyota Southeast’s ad agency 22Squared says “We have counseled the client on the pros and cons of this, and ultimately it was their decision to make.” Toyota continues to run corporate ads on ABC, but the petulant backlash from its Southeast dealers can’t help but reflect poorly on the brand. Any PR pro will tell you (and presumably 22Squared  counseled its clients of this), that these kinds of strong-arm tactics do nothing to improve public perceptions of a brand. Toyota dealers might feel that the parent company is not doing enough on the PR front, but this approach will only create the need for more PR in the future.

The House Oversight and Government Reform Committee will have to wait two more weeks to gets its claws into Toyota, as heavy weather has postponed hearings scheduled for today until the 24th. But don’t expect the delay take any of the pressure of Toyota: lawmakers are taking the extra time to widen their investigations. Automotive News [sub] reports that House Energy Committee Chair Rep Henry Waxman (D-CA) has solicited documents from a number of auto insurers after it was revealed that State Farm had warned the NHTSA of possible unintended acceleration in Toyotas as early as 2007. The Energy Committee has scheduled hearings for the 25th.

Meanwhile, Reuters has published one of the most comprehensive pieces we’ve seen yet on Toyota’s “epic breakdown.” Don’t miss it.

The gentlemen at Reuters asked me to pen an op-ed on the Toyota situation (as of last weekend) for them, so I did. My conclusion, in a sentence:

If there’s a lesson to Toyota’s tumble, it’s that easy assumptions aren’t enough to keep you safe on the road, or in the showroom.

Read the whole thing here.

Perhaps the biggest surprise of Jim Lentz’s appearance on Digg Dialogue was the number of questions that were unrelated to Toyota’s ongoing recalls and quality issues. But even if crowdsourcing had yielded a number of truly tough questions, Lentz had access to them ahead of the interview, giving him time to craft slippery answers. Still, the session provides an interesting of a preview of Toyota’s defense ahead of tomorrow’s congressional hearing. The main thrust: unintended acceleration is mysterious phenomenon, and finding a common cause for multiple incidents could be nearly impossible. Unless investigators find a ghost in Toyota’s electronics code, that may be as good of an answer as we’re ever going to get.

Toyota heads up to Capital Hill tomorrow to face the ire of the U.S. House Committee on Oversight and Government Reform in a hearing that’s been subtly named “Toyota Gas Pedals: Is the Public at Risk?” A memo by committee staff [via the WSJ] sets a paranoid tone for the hearing, as the NHTSA investigation widens beyond gas pedals alone:

Attention is now being focused on the electronic throttle control system (ETC) to determine whether sudden acceleration may be attributable to a software design problem or perhaps to electromagnetic interference. The committee staff found numerous complaints made to NHTSA describing sudden acceleration that was not caused by either floor mats or sticky pedals.

Toyota’s Yoshi Inaba will face the brunt of the questioning, although Transportation Secretary Ray LaHood and NHTSA administrator David Strickland will surely face questions about their oversight of Toyota (or lack thereof).

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State Farm, the US’ largest automotive insurance company, began warning federal regulators in 2007 about unintended acceleration in Toyotas, the
Washington Post reports. Yet the National Highway Traffic Safety did not begin to act for more than a year after State Farm’s initial alerts. This
revelation follows by more than a decade the insurer’s warnings about Ford Explorer rollovers, which the Post reports led to a congressional
investigation, and legislation that “created an “early warning” system for auto safety.” But NHTSA apparently hasn’t been paying attention to the information it has collected. Randy Whitfield, a Maryland consultant, using data from NHTSA, two years ago determined that the 2007 Toyota Camry and Lexus ES 350 had excess injuries due to unexpected acceleration. State Farm insures more than 40 million customers.

The Japanese government is getting increasingly worried that the Toyota debacle might turn into a worldwide backlash against Japanese cars, or even all Japanese products. As the world’s 4^th largest export nation, Japan has a lot to worry about.

Today, large parts of the Japanese cabinet came down hard on Toyota, says the Nikkei [sub]. (Read More…)

The legal angle to the Toyota recall story has been a source of constant amusement, from an early attempt to prevent Toyota from enacting its gas pedal fix, to news today [via Reuters] that at least 30 class-action suits have been filed since the recall began. “This is going to a little cottage industry all of its own,” says Matt Cairns of DRI, the Voice of the Defense Bar, the largest U.S. civil defense attorney association.
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