Toyota Recalls ANOTHER 2.3 Million

22nd January 2010

This is getting very repetitive. Yesterday, Toyota announced that it is recalling ANOTHER 2.3 million units to fix a sticky accelerator pedal. Trade journal Automotive News reported that the newly identified problem is caused by a mechanism that controls the accelerator pedal’s return to the idle position after being pressed to the floor. This problem is unrelated to a similar acceleration problem related to the pedal getting stuck under the floor mats.

Yesterday, Toyota spokesman John Hanson said the problem is rare and stems from pedals that “prematurely wear” because of a supplier’s faulty pedal design. Today he said condensation can prevent the pedal from fully springing back into position, but he did not identify fixes Toyota is reviewing. He also said the issue involves only part supplier CTS, one of the two parts makers that build the pedal mechanisms for Toyota. Interesting how Toyota is blaming its supplier for the problem. Where exactly does the buck stop?

This recall covers 2005-10 Avalons, 2007-10 Camrys and Tundras, 2008-10 Sequoias, 2009-10 Corollas, 2009-10 RAV4s, 2009-10 Matrixes, and 2010 Highlanders.

Toyota (literally) built its reputation in the US based on its “bulletproof” quality. Customers have been known to buy Toyota products only because of the actual and perceived quality advantage over other manufacturers’ products. They gave up other attributes such as style and features and excitement to get the quality. With Toyota now at the top of the US recall list (therefore losing the “actual” part of the equation), one wonders whether those customers will now have any reason to shop at the Toyota store at all. Past slogans such as “Who could ask for anything more!” and “Oh what a feeling!” and ”I love what you do for me..Toyota!” take on new meaning with all of Toyota’s recent quality issues.