TOKYO — Toyota has turned down an award from the Japanese government for the 2010 Prius. Citing this week's antilock brake system recall on the Prius, the automaker said it would not be appropriate to receive the kudos, a grand prize for energy efficiency and ecological quality that is given annually by Japan's Ministry of Economy, Trade and Industry.
Toyota spokesman Paul Nolasco, quoted by the Associated Press today, said the company "declined to accept the award, because we thought it is not appropriate." Toyota reportedly told the government on Monday it would decline. The company has known since January that the Prius had been named to the honor, and the award ceremony was to take place on Wednesday.
The award was part of Japan's Month of Energy Conservation. The Prius was one of three products to be offered the distinction this year; the others were a Mitsubishi Electric air-conditioner and a Fuji Xerox copier.
Meanwhile, U.S. syndicated TV program Motor Week said Thursday that it is giving its Best of the Year award to the 2010 Toyota Prius and also naming it Best Eco-Friendly vehicle of the year. Executive Producer John Davis said, "If you can only buy one car for your family, the 2010 Prius is the one." No word on whether Toyota will accept or decline these new honors, which the automaker announced on its media Web site.
Toyota announced a recall on Monday that includes some 133,000 2010 Prius vehicles, to fix a software glitch in the antilock brake system on the hybrid. The other vehicle involved in the recall is the mechanically similar 2010 Lexus HS 250h, of which 14,500 are being recalled.
Inside Line says: Becoming modesty in the gesture, even though it doesn't do anything to reassure Toyota customers. — Laura Sky Brown, Correspondent
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02hl says:
08:52 AM, 02/13/2010
It's simply a marketing move of reverse psychology. Many will recognize it, many won't. Bottom line is that it will be a successful move for the most part (even for some of those who recognize it).
I agree with one of the posts. People are fed up with quality issues and cocky manufacturers attitudes whether they are real or perceived.
tbone85 says:
04:32 PM, 02/12/2010
Historically, very few hegemons regain dominance once diminished, whether it be in business or international politics.
cino_iconic says:
08:57 PM, 02/11/2010
tbone85@ what goes up, must comes down. However, one day that one will find onw way or another to climb up again. just saying...
tbone85 says:
08:48 PM, 02/11/2010
"
"TOYOTA customers will never leave TOYOTA once they become a customer no matter what others say"
I'm old enough to remember when people said the same thing about GM, and IBM, Goodyear, and any number of other formerly dominant firms. Your statement flies in the face of history. No hegemony is a transitionary, not permanent state. Toyota may well regain dominance, but it is not permanent. If it hasn't happened already, they will become static and satisfied, and another younger, hungrier, more creative firm (Hyundai-Kia?) will one day supplant their dominance. The same will happen eventually to the replacement company.
frank908 says:
03:51 PM, 02/11/2010
http://www.youtube.com/watch?v=sjxVhS8z5q0&feature=related
inlinesix says:
03:46 PM, 02/11/2010
One week someone says IL is biased against Toyota, one week they have are biased against GM, and other they are biased for BMW etc. etc. etc.
arock says:
03:33 PM, 02/11/2010
this message is for the editor,
I have been reading and using edmunds as a tool for my car purchase for the past 6 or 7 years and I really don't understand why your people are so biased against TOYOTA.
you praise them initially and at the end write something like
Inside Line says: Becoming modesty in the gesture, even though it doesn't do anything to reassure Toyota customers. - Laura Sky Brown, Correspondent
"TOYOTA customers will never leave TOYOTA once they become a customer no matter what others say"
The reason, they are fed up with other car makers unreliable products going through all the hasles wasting lot of money fixing and finally they come to TOYOTA and they settle there for years.
tp660 says:
02:59 PM, 02/11/2010
Wow, the fact that they're declining awards shows the damage these recalls have done to their reputation. If anything this whole situation is one big wake up call for Toyota. They're probably going to be dealing with the aftermath of these issues for the next couple of months or even the rest of the year but they will eventually come back better than ever. Let's face it, Akio Toyoda is no dummy unlike his predecessor and the last couple of guys who have been recently running GM. He's seen that Toyota needs more younger buyers and sportier cars and he's responded by trying to get more cars like the FT-86 into production. I'm pretty sure he realizes that they have to go back to producing the high quality cars they were once known for and I'm pretty sure he will see to it that it happens.