(February 2010) Like a bad dream, the Toyota throttle situation continues to take uncomfortable turns. Since the very unfortunate fatal accident in San Diego back in the Fall of 2009, Toyota seems to always be one step behind this situation. And subsequently, the headlines have followed. That is where the damage in the short (and maybe long) term will arise.

While we admit that hindsight is crystal clear and always unfair, one cannot help but wonder if some degree of this problem could have been anticipated and addressed by Toyota. Anyone who has followed this issue closely must be sharing Toyota's feeling of dread for what the next day's news will bring, and that is where the real story lies. How can a company so rich with people, talent and financial resources seemingly struggle to keep up with these revelations? Now word that the U.S. Government is calling and looking for answers as the problem lurches from mechanical issues to possible faulty electronic controls feeds this sense that Toyota is not in control.

Toyota now has recalled approximately 8.1 million vehicles worldwide...more than they sold in all of 2009. We at Kelley Blue Book's kbb.com stand by our statement that they will survive this crisis, but their carefully nurtured reputation for quality has been stained. The winner in all of this will be the consumer as GM, Ford, VW, Honda and others all are starting to scramble to pick up Toyota's slack. The U.S. auto market, which already was a tough place to prosper, just got a whole lot more interesting.

— James Bell, executive market analyst, Kelley Blue Book's kbb.com