Safety reputation is on the mend
When it comes to safety, Toyota's brand reputation took a hit.
The good news for Toyota is that its safety image is on the rise again.
Toyota's new-found transparency -- after being raked over the coals for its recall problems -- probably helped. Also, supposed electronic problems causing the unintended acceleration, which safety advocates and attorneys speculated about, have never been found.
"2010 was a difficult year for Toyota," Toyota spokesman Mike Michels said in an email, "but we learned a lot, made significant improvements and increased our commitment to customers."
Kelley Blue Book routinely surveys new car shoppers on its Web site, asking about a variety of topics including which car brands they favor for various attributes, safety among them.
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Last updated January 18 2011: 3:29 PM ET
A year later, Toyota fights recalls
