How are the recalls and bad headlines affecting the Toyota brand? In Context Opinion hit some parking lots to talk to everyday drivers to find out if the brand is in trouble.
What we heard is that people still value the brand—some passionately. While some people are concerned about the way Toyota initially handled the recall process, they are willing to give the brand the benefit of the doubt. And even though the brand has been bruised, people still consider Toyota better than GM, Ford or Chrysler.
More important to the long-term health of the brand, people do believe Toyota will bounce back.