Toyota is in a tailspin on the heels of a historic recall notice and being #1 is a very lonely place. Toyota's reputation is based on quality and safety. There is no love or inspiration felt from envisioning myself behind the wheel of a Camry. Now a Lexus LF-A, well of course! I just have to remind myself that this boutique vehicle costs an estimated $400K. A little out of reach for the average, safety conscious consumer. And hey, no room for a child safety seat!It is easy to criticize Toyota's efforts as the company met it's goal to be the #1 automaker. Their
reputation propelled them there, allowed customer retention, and afforded those Toyota owners a glimpse at the gateway drug known as Lexus. Is all lost? Of course not! Toyota has done much to ingratiate itself to the American public by offering "quality" vehicles and employing Americans. And this recall is set to be costly, estimating a parting of ways with hundreds of million of dollars. So will consumers turn their backs on this beloved brand? Probably not, but it is difficult to tell, as consumers are turning their backs on automotive sales in general.
What can be said is that this is perfect timing for Korean brands like Hyundai and Kia. Hyundai is in a position to dominate the market with quality vehicles that have the features and style the public wants. Think Hyundai Genesis and think impressive financing terms in a tough economy. The North America Car of the Year has helped garner that street cred, and even I can see myself behind the wheel of one.So is all lost? Of course not, I mean Toyota isn't GM. Consistently, GM leaves me uninspired and I grow weary of the "May the Best Car Win" marketing. I am not buying it and auto sales are showing similar results. I still think the "best car" may just have a little more Seoul than any other automaker ever saw coming.
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