Toyota Image Surges on NASA Study
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Washington DC February 14, 2011; The AIADA newsletter reported that just two days after NASA engineers cleared Toyota of electronic flaws in its throttle control system, Toyota’s image among consumers had already experienced a lift, according to Automotive News.
The NASA report gave "Toyota a big lift in consumer esteem," said Lance Fraenkel of YouGov/BrandIndex, a marketing firm that tracks the public perception of brands. The research firm saw swift reaction to Transportation Secretary Ray LaHood's announcement that Toyota vehicles "are safe to drive."
In the two days after the Tuesday announcement of the NASA findings, Toyota's improvement "significantly outpaced movement seen in the aggregate auto sector," Fraenkel said. And since Toyota didn't advertise during the Feb. 6 Super Bowl, Fraenkel said its improved perception points to the NASA report.
"Nobody is viewing this as a victory," said Bob Carter, Toyota Division general manager. "It's more a validation of what we've been saying all along." Carter said the study results will not figure into Toyota's marketing. He said quality teams installed in the United States and Japan will remain in place, but their focus has shifted as acceleration claims have waned.
