I think it has allot to do with the expertise that Toyota has shown in manufacturing, marketing and communicating. As Paul said, the "product enhancements" are lip service for "recall". But, due to the percieved high quality of the product, and "arrogance" almost, the buyers of that product are now "suprised" that this mechanical device has problems.
As some of you know, Im a Chrysler guy, I have friends in all Lines (Car Dealers sell what they can get the Ticket to sell, they seldom care what it is, and most would be lieing if they said they did not covet a Toyota Franchise) So, why would you want a Toyota Store? Well, to make money right? Since they make the "most " money. Yet, the Toyota and Honda stores are mysteriously not referred to as "Stealerships" often? That is Oxymoronic isnt it? Another factoid that seems to escape Toyota aficianados is that Toyota and Lexus Service Departments are VERY busy. What are they doing back there? They are fixing broken cars.
I think Toyota makes a great product, and It saddens me to see them get beat up on the recall issue, but as it unfolds, it appears that they "had it coming" They get to taste a little of that bitter pill.
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