The Trouble with Toyotas: If you can’t buy a Toyota, then what will you buy?
No matter how anyone spins this sticky throttle situation, Toyota is in a whole mess of trouble. Forget the intangibles about “loss of reputation,” or “the shine is off the brand” namby-pamby stuff. Not having the majority of your lineup available for your salespeople to sell is an unprecedented situation in the auto industry. For the record, this weekend, Canadian Toyota dealers will be more than happy to sell you a new Yaris, Camry Hybrid, Venza, FJ Cruiser, 4Runner or Tacoma. But if you had your heart set on one of the Japanese automaker’s bigger sellers—like the Corolla, Matrix, Rav4 or Camry, among others—you’ll have to shop elsewhere.
So the big question is: Where?
Yes. Toyota can brag about having some of the highest loyalty ratings in the business. But as most new car salespeople will tell you, customers today can be wickedly fickle. Will former Toyota lovers mosey on over to their local Ford dealer?
Of the Detroit Three, Ford seems to be wearing a halo these days. Mainly from not accepting the billions of taxpayer money and filing for bankruptcy, as its Government Motors and Fiat-Chrysler neighbours did last year.
Or how about the brand that has already stated it wants to usurp Toyota as the biggest automaker in the world, Volkswagen?
What about the other big Japanese brands? Do Hondas, Suzukis or Mazdas suddenly look more attractive?
Or how about the Koreans? Would you put your trust in a Hyundai or Kia now that buying certain Toyotas for the foreseeable future isn’t an option?