Toyota made a decision in the early 2000's that they would lower quality in order to be able to fund their goal of becoming the biggest automaker in the U.S. That's not my opinion, they have said it many times over the past months. Here is one article:
Toyota president pinpoints date of quality decline: 2003 - Drive On: A conversation about the cars and trucks we drive - USATODAY.com
Also, Toyota has been accused of covering up safety problems, and in several cases not notifying U.S. facilities and gov. agencies of serious problems that have come to light in Europe and other areas.
I am a Toyota owner and I have serious doubts about buying another Toyota. Honesty and integrity are important to me. When a company gives me indications that might be dishonest I often make a clean break immediately. I did it with a new bank (new to me) last week when they told me they had to see and make a copy of my SS card before I could open my accounts. Then, the employee who had told me that lied in front of her boss when I challenged her. I will never deal with folks who I know have lied from the beginning.
The problem is---there are plenty of good banks to choose from, but very few automakers have the performance record that Toyota has. If I had to buy a car right now, based on the records that I trust I would have to seriously consider a Toyota in spite of their problems.
I think the question is--Did Toyota endanger its customers safety by lowering quality? Or did they substitute parts that will last 20 years instead of the former 25 years? Durability issues or safety or both?
I would be impressed if they extended warranties (even those that have expired) for all their vehicles that were made after the decision was announced that quality was going to be lowered (about 2003). Mine is a 2001, so I wouldn’t get anything but I would still be impressed.
Then maybe offering every owner of a recalled vehicle a guaranteed free loaner vehicle if recall repairs will require more than say 4 hours. Retroacive payment if repairs estimated to take less than 4 hours actually take more than 4 hours, or some other show of good faith. If Toyota's lowered quality standards affected safety, the recalls will continue as vehicles made after 2003 (7 years worth) age and the problems come to light. If Toyota knows that they didn't affect safety with their lowered quality, future recalls of the vehicles made in the "lowered quality years" shouldn't be a big concern to them, and they should be able to offer customers the above added benefits without much risk to Toyota.
I have a recall notice from Toyota affecting a 2001 model. A metal component in the steering wheel lock system can fail (break in the middle) and the steering wheel can lock in one position while driving at highway speeds! My car wasn't even built during the lowered quality years but people see it as yet another Toyota recall. Inferior metal is the problem and it is definitely a quality issue.
Toyota needs to bend over backwards if they want to keep their loyal customers, at a time when the regulators are also under the gun, and will pull the "recall trigger" in a heartbeat. I think they have lost a lot of their new customer base, and many old customers are watching very closely to see how their fellow loyal Toyota customers are treated. If Toyota continues to ignore the facts and hope for the best, the public will knock them off their pedestal, in the U.S. especially.
If Toyota sits back and does nothing, they need to know that hope is not a strategy. They need to show loyalty to and support of the folks who have brought them to this point over many years, because in all likelihood the bad PR recalls are going to continue.