(January 2010) As long as sales of recalled Toyota models are suspended, Toyota will suffer about a 75 percent hit in sales according to Edmunds.com. During this period, Scion may be down about 20 percent and Lexus may be down about 10 percent because of damage to the Toyota corporate brand, according to Edmunds.com Senior Analyst Ray Zhou.

"In the past two weeks, purchase intent for Toyota has fallen from 13.9 percent of the market to 9.7 percent. In the same period, Chevrolet, Ford, Honda and Mazda have experienced the largest gains," noted Edmunds.com Senior Analyst David Tompkins. "We anticipate that the brand will continue to experience decline for some time until this issue is resolved."