Toyota Jumped the Shark

“Toyota in Damage-Control Mode” (see WAW - Jan. '10, p.12) was a real eye-opener and a trip down memory lane. Did Toyota open a 1980s time capsule and let Bob Carter jump out to address the public on the record regarding unintended acceleration and “lopsided” media coverage?

Lopsided? Toyota built its reputation on quality and used it as a marketing tool to gain market share, so any footfall is big news, let alone one where people die. Since your article appeared, we have learned there may be more at issue than just floor mats.

Toyota may have made it to the top of the heap, but one doesn't stay there pulling pages from GM's 1980s playbook. Mark this one on your calendar folks as the day Toyota “jumped the shark” and began ceding its crown to the Koreans.
Richard Higginbottom
Farmington, MI