By Alan Ohnsman and Mike Ramsey Jan. 27 (Bloomberg) — Toyota Motor Corp. ’s plan to suspend output at five North American plants marks an “unprecedented” step to win back U.S. buyers’ trust after recalling 2.3 million vehicles at risk for sudden acceleration, analysts said. U.S. law required Toyota to stop sales of eight models while a “dangerous” pedal flaw is fixed, the National Highway Traffic Safety Administration said today. Toyota made that move yesterday and also ordered the halt in production. “The only thing that it is close to in scale and size is the Ford and Firestone rollover issues,” said Bill Visnic, senior editor at auto researcher Edmunds.com, referring to the fatal accidents that spurred a recall of tires used on Ford Motor Co. Explorers in 2000. Toyota’s case “vastly transcends” Ford’s, Visnic said. Stopping work at the factories underscores the urgency for Toyota in reclaiming its standing as a maker of safe, reliable vehicles. Toyota promoted that image, as validated in surveys such as those conducted by Consumer Reports magazine, in rising to No. 2 in U.S. sales behind General Motors Co. “This is unprecedented, on this kind of scale,” said John Wolkonowicz , an analyst with IHS Global Insight in Lexington, Massachusetts. “This will have some impact on Toyota.” Toyota ’s American depositary receipts fell $7.56, or 8.7 percent, to $79.22 at 2:10 p.m. in New York Stock Exchange composite trading. The ADRs declined as much as 8.9 percent earlier for the worst intraday drop since Jan. 22, 2009. Sticky Pedals The Toyota City, Japan-based company said U.S. sales of the affected models were being stopped indefinitely while it figures out how to fix a problem with accelerator pedals that could cause them to stick. A spokesman, Mike Goss , said he didn’t know how much production would be lost at the five plants. Along with the top-selling Camry and Corolla, Toyota’s recall covers the Avalon sedan and Matrix hatchback; RAV4, Highlander and Sequoia SUVs; and Tundra pickups. Also included is the Pontiac Vibe, a version of the Matrix built at a joint Toyota-GM plant until last year. The eight Toyota models accounted for 56 percent of the automaker’s U.S. sales last year, said Koji Endo , managing director of Advanced Research Japan in Tokyo. Toyota has 1,234 U.S. franchises employing more than 100,000 people, according to the company. The Jan. 21 recall of 2.3 million cars and sport-utility vehicles was in response to a flawed pedal part. In November, Toyota recalled 4.3 million vehicles to reshape accelerator pedals to prevent them from getting stuck by floor mats. About 1.7 million vehicles are affected by both recalls. Safety First While Toyota is aware of the risks to its reputation for quality, “this is a customer safety issue,” said Irv Miller , U.S. group vice president for corporate communications. Miller said he wasn’t aware whether the decision to halt production was made by President Akio Toyoda . “He is certainly aware of the issue,” Miller said. The automaker retained the top spot in June in J.D. Power & Associates’ survey of initial quality and topped Consumer Reports’ magazine’s annual survey of automotive brand perceptions this month. Still, Toyoda already was under pressure to improve quality since he took the helm in June, and the latest setbacks probably will add to the strain as competitors including South Korea’s Hyundai Motor Co. narrow Toyota’s lead. Dramatic Move “Toyota had a bulletproof reputation for quality, and now it’s been tarnished,” said Jim Hossack , an industry analyst at AutoPacific Inc. in Fountain Valley, California. “It’s a dramatic move, and an expensive move.” NHTSA said it had been working with Toyota for “several months” and was “pleased” the automaker was taking steps to protect consumers. “Toyota dealers have a legal obligation not to sell a vehicle they know to be defective until the defect has been remedied,” said Karen Aldana, an agency spokeswoman. Toyota’s November recall, which also included Lexus models and the Prius hybrid, resulted from multiple investigations by NHTSA over complaints of vehicles accelerating out of control even as drivers applied the brakes. That recall prompted product-liability lawsuits against the company. “Toyota needed to send a clear message they care more about their customers than monthly profits,” said Jeremy Anwyl , chief executive officer of Santa Monica, California-based Edmunds.com, after the sales and production suspensions were announced yesterday. “The company has to get ahead of the problem.” Explorer Case Ford’s image was battered in 2000 by the recall of 6.5 million ATX and Wildnerness tires made by Bridgestone/Firestone Inc., the U.S. unit of Bridgestone Corp. Most of the tires were on Explorer SUVs. NHTSA said in December 2000 that as many as 148 traffic deaths may have been tied to the tires. Today’s fallout for Toyota included the decision by Avis Budget Group Inc. to remove recalled Toyotas from its rental-car fleet in the U.S., Canada and Puerto Rico. GM said it was starting incentives to help Toyota owners to switch to the U.S. automaker if they’re concerned about safety. Shares of CTS Corp. , the manufacturer of the pedal part cited in last week’s recall, plunged $1.27, or 15 percent, to $7.36 in NYSE trading for the largest decline since April. Toyota said last week that a potential flaw in CTS-made parts could, “in rare instances, mechanically stick in a depressed position or return slowly to the idle position.” “We at CTS have no knowledge of any incidents, accidents or injuries that have resulted from this,” Mitch Walorski , a spokesman for the Elkhart, Indiana-based company, said in an interview. Walorski said there were eight warranty claims related to sticky pedals among millions of vehicles equipped with the part since 2005. “We are working with their engineers and are actively working to support Toyota,” Walorski said. Toyota makes up about 3 percent of CTS’s annual sales, he said. To contact the reporters on this story: Alan Ohnsman in Los Angeles at aohnsman@bloomberg.net ; Mike Ramsey in Southfield, Michigan, at mramsey6@bloomberg.net
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Toyota Idling Plants Marks Step to Win Back Buyers’ Trust as Shares Slump
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