There is an old saying that it takes years to build a reputation and only moments to damage it. This idea applies to almost every industry, including the automotive world. A single product issue or public scandal can undo decades of careful brand building. As Toyota moves into the middle of the decade, questions are emerging about whether its long-standing reputation for bulletproof reliability is facing a serious test, particularly in the United States.
Toyota remains the world’s largest automaker by volume and continues to generate enormous profits. In the US market, it sells more vehicles than any other country. However, recent events have raised concerns that the brand image Toyota has carefully cultivated over decades may be showing cracks, especially as the company introduces more new technologies to its lineup.
The roots of Toyota’s reputation for reliability
Photo courtesy of Toyota.
To many industry observers, Toyota’s reliability advantage has never been a mystery. The company has traditionally relied on conservative engineering, incremental changes and proven components rather than rushing new technology to market. When Toyota introduced something truly new, it often behaved no differently than similar systems from American, German or other global manufacturers.
This distinction has become more visible in recent years. The problems Toyota has faced have mostly involved the newest vehicles and powertrains, not long-established models.
A difficult year for new models
In 2024, Toyota experienced a series of recalls and technical problems on several nameplates in the US market. One of the worst cases involved the Toyota Tundra pickup and the Lexus LX SUV, both equipped with the new 3.4-liter twin-turbo gasoline engine. More than one hundred thousand vehicles produced over a two-year period were recalled after it was discovered that debris from manufacturing tools was left inside some engines during assembly.
The situation escalated even more with the Toyota Tacoma. More than 380,000 units were recalled due to improperly attached rear axle components and transmission problems. Further problems arose elsewhere in the line. The Corolla Cross Hybrid suffered from software faults that could prevent the automatic emergency braking from working as intended. The GR86 coupe drew complaints for excessive oil consumption. The high performance GR Corolla has been linked to several unexplained engine fires.
All these events took place in a single calendar year, underscoring how concentrated the challenges were.
Technological transitions bring new risks
Photo courtesy of Toyota.
Much of Toyota’s recent difficulty coincides with major mechanical changes. In the Tundra, the long-running naturally aspirated 5.7-liter V8 was retired in favor of the smaller turbocharged V6. The change improved efficiency and emissions compliance, but also introduced complexity that ultimately required a large recall.
A similar model appeared with the Tacoma. Its old but proven five-speed automatic transmission has been replaced by a modern eight-speed unit. Many owners have since reported drivability complaints. Production changes also played a role, as the Tacoma assembly moved from Texas to Mexico, adding new variables to production consistency.
What does this mean for Toyota buyers?
The memories themselves are not unusual, nor are they inherently negative. Most customers prefer that manufacturers proactively identify and correct problems. However, Toyota’s recent experience reinforces a broader industry reality. New technology brings risks, no matter the badge. Toyota, Ford and European brands alike face similar challenges when introducing complex engines, transmissions and electronic systems.
Industry analysts still generally rank Toyota among the most reliable automakers. The difference today is the expectation. Toyota vehicles may no longer tolerate neglect indefinitely, especially when equipped with modern turbocharged engines and advanced electronics.
A reputation under pressure
Photo courtesy of Toyota.
Toyota’s reputation has been built on durability through simplicity. As the brand modernizes and competes in a rapidly evolving market, this legacy is under pressure. The company remains highly competitive and reliable, but its reliability advantage may not be as absolute as it once seemed, especially for buyers of newly launched models.
For American consumers, the message is not that Toyota reliability is gone, but that it increasingly depends on maintenance discipline and realistic expectations in an age of complex automotive technology.
This article originally appeared on Autorepublika.com and has been republished with permission from Guessing Headlights. AI-assisted translation was used, followed by human editing and revision.