Over the past two days I’ve received numerous inquiries regarding the effect of the recall on used Toyota values. The initial information that I received suggested that the problem could be resolved in a 30-45 day time span. This conclusion was based on the fact that Toyota has the capacity to produce 200,000 new gas pedal assemblies per day. At that rate, repair kits would begin to enter the market rapidly.
The latest news that I’ve heard is that the NHTSA is currently reviewing the gas pedal assembly solution. If approved, and there should be some word on this very soon, the problem will be temporary. If, however the problem is determined to be larger and the acceleration module has to be replaced, as NHTSA is currently analyzing, then this is a very different situation. Based on a limited amount of information that I’ve obtained, the acceleration module component cannot be rapidly manufactured, and may take as long as 12-18 months to correct the problem on existing customers’ vehicles. This sort of delay will have a much greater impact on the value of used Toyota vehicles. The bottom line is to watch very carefully for the imminent announcement from the NHTSA as to whether they approve the gas pedal assembly solution, or whether it will require replacement of the accelerator module.
I would appreciate any additional information that you have, or as it may become available.
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{ 3 comments }
Dale, yesterday at a Ford auction, we had about 10 ARS Corollas go through the auction, and nobody, not a soul, raised their hand at any price to purchase the Corollas. I know this is backlash, but it just goes to show that news travels much faster than it did in the Explorer situation with Ford. As a Ford dealership, we've been mute about Toyota's problems. We've been there, it's not fun, and the preception damage can take months or years to overcome. I noticed today that Toyota started Tweeting about it – a good first step. I'm sure operation headquarters is saying transparency, etc., but this is something that they don't have control of, and I'm sure its keeping dealers up at night.
Robin Edmond
Santa Margarita Ford
redmond@santamargaritaford.com
Robin,
I agree. I would have, however, jumped all over those Toyotas at the auction. I continue to believe that the brand of Toyota will withstand this crisis and in the longer term be better for it. I don’t know how you think about it, but I’m fairly troubled by how quick other manufacturers are to jump on Toyota’s problems. I don’t care how competitive the market may be, it’s just bad taste and form to participate in competition bashing.
Dale
Dale,
I also believe the Toyota brand is resilient enough…
This is a great time for the Toyota creatives to get busy and use the power of their global online brand to connect with their customers (online & offline) – providing consistent recall updates, vehicle news & value-added, customer retention-based activities could help during these hard times – but also set the tone after this storm blows over.
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