Toyota's brand suffered worldwide due to three main factors: 1) rapid growth that made it lose touch with customers, 2) an undisciplined pursuit of expansion, and 3) denial of safety risks like unintended acceleration. Recalls of millions of vehicles for gas pedals trapped by floor mats or sticky pedals led to over 40 fatal accidents being reported to regulators in four months. The company's president acknowledged mistakes and pledged to improve quality and passion in vehicle design.

1. What led to the downfall
of the Toyota brand-name
worldwide?
s1150010 Kazuma Arimori

2. Contents
Why Toyota fall
Toyota car accident
Three stages described by Collins
Toyota's big problems
World's biggest car company
About Toyota's passion
Three quarters
Reference

3. Why Toyota fall
Toyoda agreed with the company’s critics that it had
grown too big, too quickly and become distant from its
customers. He emphasized the importance of quality and
his desire to improve Toyota’s image by building more
exciting cars “sprinkled with passion and emotion”.

4. Toyota car accident
NHTSA announced that the number of fatalities
unofficially blamed on unintended acceleration in
Toyota vehicles since 2000 had risen by more than 50
percent since Feb. 15.Through Feb. 28, NHTSA had
received 43 complaints of accidents involving 52
deaths, the U.S. Department of Transportation reported
Tuesday. As of Feb. 15, the numbers were 26 incidents
and 34 fatalities.

5. Three stages described by
Collins
1. hubris born of success
2. undisciplined pursuit of more
3. denial of risk
Toyoda said that the carmaker had been through the
three stages described by Collins

6. Toyota's big problems
1. Suggested that cars awaiting recall should not be
driven until they had been rectified.
2. Another problem was the sheer number of cars
involved. Most safety recalls cover one type of car,
perhaps with related models.

7. World's biggest car
company
Toyota had overtaken General Motors to become the
world’s biggest car company. It had stolen a
technological march on its rivals with the fast-selling
Prius hybrid. And its famed internal discipline,
enshrined in the Toyota Way, would stop it falling
prey to the complacency and arrogance that had laid
Detroit low.

8. About Toyota's passion
Toyoda agreed with the company’s critics that it had
grown too big, too quickly and become distant from
its customers. He emphasized the importance of
quality and his desire to improve Toyota’s image by
building more exciting cars “sprinkled with passion
and emotion”.

9. Three quarters
Three-quarters of the fatal accidents (32 out of 43)
were reported to NHTSA during the four months
since Toyota recalled nearly 4 million vehicles in
October for gas pedals becoming entrapped by floor
mats. Twenty-six fatal incidents were reported after
Toyota recalled more than 2 million vehicles for
"sticky pedals" in January.

10. Reference
http://business.timesonline.co.
uk/tol/business/industry_sectors/engineering/article
7017880.ece
http://www.cbsnews.
com/stories/2010/02/24/eveningnews/main6240051
.shtml
http://www.washingtontimes.
com/news/2010/mar/03/toyotas-sales-fall-as-more-
fatalities-reported/