Nice New Toyotas

You may be asking yourself this question lately especially in light of the news that several Toyota models have been recalled while a Lexus model failed an important Consumer Reports safety test. These are some of the worst days in the history of Toyota, challenging times for the world’s largest auto maker.

But should you avoid Toyota altogether? As editor for Auto Trends and The Auto Writer and as a columnist for a pair of regional print publications, your concern is something I hear of occasionally. Editors are always concerned about covering a potentially unsafe vehicle while some readers wonder if they should avoid Toyota completely.

It can be easy to make your decision based solely on what you’re hearing in the news. Some of what has come out about Toyota is valid, but opportunists have gotten in their bashes too. You need facts and an objective voice, something I will try to provide as someone who doesn’t have any “skin in this game.”

Fact #1 – Toyota is not as reliable as they once were. This apparently is true as the company grew so fast that they put aside some of the warning signs indicating certain problems were surfacing. Reports at this time are unclear, but we think Toyota may have known that their accelerator pedals were a problem as far back as 2006. While all manufacturers have to deal with quality issues at some level, how they handle problems is telling: are they coming clean or burying the truth?

Fact #2 – Toyota quality remains high overall. Yes, absolutely. Many consumer surveys and most automotive analysts agree that when it comes to the quality and value of Toyota vehicles, Toyota is at or near the top. Honda, Ford, Hyundai and Buick are among the brands which have fared well in recent years, while Toyota continues to score well across its Toyota, Lexus and Scion lines.

Fact #3 – Some of the criticism appears exaggerated. Unfortunately, this appears to be so. Much has happened over the past few months to cause worry for current owners and for those shopping for a new Toyota. Stories of a runaway Lexus flying off the road and killing all four occupants in California and news that a certain Toyota Prius had trouble stopping on the expressway is national news. The first story is valid, the second is doubtful. And, some members of the press are smelling blood and seem to be looking for a Pulitzer Prize. In any case, reading up on these stories can tell you much including whether claims are valid or are being trumped up.

Fact #4 – Customer sales remain strong, so Toyota will still be around. Toyota’s bad news is good news for buyers who aren’t worried that their accelerator pedal is going to get stuck, their SUV flip over or some other problem surface. To win back customers while assuring current, but nervous owners that they’re here for the long haul, the automaker is offering unprecedented discounts and financing to win your business. In March 2010 that translated to some of the strongest sales for Toyota as customers saw a bargain and decided to make their purchase.

My personal disappointment with Toyota parallels that of what some other people in this industry are experiencing: we long believed Toyota represented some of the best cars in the industry, even buying their products. But we’ve also discovered an insular culture, one that has greedily jumped to the top of the industry while stupidly ignoring problems, some quite serious.

Perhaps the one question to ask yourself is this one: Can I trust Toyota to provide me with a safe and reliable vehicle, one whose value has not been compromised by the latest recall or rumor? If you feel satisfied with your answer, then you’ll know what direction to take.

Matthew C. Keegan

Toyota has a couple of big things in store for the Camry when the 2007 model year version of the car rolls out this coming summer: a complete redesign and the availability of a hybrid engine. Already the best selling car in America, the Camry is destined to be overhauled and re-engineered. Let’s take a look at some of the changes scheduled for Toyota’s venerable model.

<b>New Styling Cues</b> – Nobody has ever said that the Camry is a knock out when it comes to style. Despite its pedestrian look, the Camry has managed to capitalize on Toyota quality, price, and engineering to present a car that is clearly a best seller. Still, critics have routinely yawned at the Camry’s looks, but that will soon all change and dramtically at that. Borrowing some styling cues from Toyota’s Lexus line up of luxury cars, the 2007 Camry is expected to delight motorists and critics alike. Witness the recently made over Toyota Avalon: what was once a bland, full sized car has now been transformed into a sleek, luxurious sedan.

<b>Time For A Hybrid</b> – Toyota is riding the hybrid crest and it will, therefore, introduce hybrid technology into the Camry line up. Like all other Camry models, the hybrid version will also be built in the US, making it the first Toyota hybrid to be built outside of Japan. However, the battery and inverter will be imported from Japan while the engine will be Kentucky built. The Camry will join the Prius and the Highlander as the third Toyota model to offer hybrid technology.

<b>More Power</b> – Expected to be in the same size range as the current model, the Camry will keep its current four and six cylinder engines, but both will be reworked enough to crank out additional horsepower without compromising on fuel economy.

The Camry’s chief competitor over the past decade has been the Honda Accord. With a hybrid offering available and an improved appearance in place, the Camry is likely to strengthen its hold on the “top seller” category when the new model is released.

No one knows for sure if the “hybrid phase” is simply a fad or something that will ultimately catch on. With government credits still available and high gas prices at the pump, Americans continue to look at hybrids as a viable alternative to thirsty internal combustion engines. Toyota, for its part, continues to capitalize on this trend and the Camry is the latest vehicle in Toyota’s expanding arsenal to successfully incorporate hybrid technology.