Toyota Motor Corp. is in a crisis of critical proportions, the worst in its 70-plus-year history. The firm has voluntarily recalled millions of vehicles worldwide, and has suspended the production and sale of several models in the United States. At stake is the firm's credibility in Japan and overseas as a trustworthy manufacturer of safe and reliable automobiles.
On Friday Mr. Akio Toyoda, president of the embattled auto giant, belatedly made his first public appearance since the recall crisis began to emerge in November, and apologized to Toyota users worldwide. Toyota's brand image — and more importantly, consumer confidence in the quality and safety of Toyota cars — has been profoundly shaken. Things went from bad to worse for the firm last week, when safety concerns came to light regarding the braking system of its flagship hybrid model, the Prius.
As Mr. Toyoda correctly stated, the automaker should make vehicle safety its absolute highest priority, not sales. Toyota should do everything necessary, at any cost and as swiftly as possible, to fix any mechanical flaws in its vehicles.