Clearly, Toyota's recall crisis had an impact. Toyota "purchase consideration" tailed off at the end of 2009, as issues with gas pedals and alleged unintended acceleration began to surface.
Purchase consideration rose again in 2010, after Toyota launched an aggressive incentive campaign following it's string of recalls and factory closings. But incentives weren't enough. The number of people considering buying a Toyota is slipping again.
A big part of the problem may be the lack of any exciting new models in Toyota showrooms, Kelley Blue Book editorial director Jack Nerad said.
While consideration may be off, Toyota says its mainstream Toyota brand remains the most-often considered car brand in the industry.