Yesterday Toyota announced another recall (read the press release) of approximately 133,000 Prius (2010) and 14,500 Lexus HS 250h (2010) vehicles to update the ABS software. In the same recall notice Toyota said that they will also inspect another model, the 2010 Camry, for a power steering hose that may be contacting a front brake tube which could lead to a brake fluid leak. Toyota realizes that owners of Toyota vehicles are becoming increasingly anxious about their vehicle quality. In addition to the recall, Toyota posted frequently asked questions about this latest recall, most likely in a hope to sooth consumers.

It is not a secret that Toyota has hurt its public image. Consumers know that and Toyota knows that. For decades Toyota has been a name synonymous with quality – but recent events (millions of vehicles being recalled with a speculation that Toyota drug its feet in alerting owners) has shuddered (at least temporarily) its reputation. The president and heir of the company, Akio Toyoda, wrote an opt-ed piece today in the Washington Post reassuring consumers that Toyota is “taking responsibility for our mistakes, learning from them and acting immediately to address the concerns of consumers and independent government regulators”. Read the complete article.