What an interesting phenomena were witnessing with the damage limitation exercise being carried out on Toyota's behalf.
Will the press adverts and associated PR fluff cover what some believe has been revealed by the safety recalls of late?
If ever a brand has had to fight for it's survival then this is a prime example.
Mass market cars have become a commodity product with differentiators becoming of negligible significance - so how do we select our bulk standard family car -by reputation and brand the answer thunders back.
Which country and manufacturer produces the most reliable cars - Toyota is what I would have heard 6 months ago but now the response is anyone but Toyota.
As the beleaguered US car industry rubs their collective hands together a recovery operation moves up a gear and Toyota starts a fight for life (make no mistake this is serious).
Time will tell if it can regain credibility and acceptance - The jury is out.