Toyota is still working its way back from a disastrous 2010, when accidents caused by unintended acceleration and brake problems in several models created concern that its cars were unsafe. After criticism that it was too slow to take responsibility, Toyota recalled 11 million autos worldwide, replaced executives at five of its North American factories, and created messaging around safety, as we discussed last year.
A new year, a new effort: With its Collaborative Safety Research Center, in Ann Arbor, Mich., Toyota is going beyond safer autos to target driver safety. Company president Akio Toyoda said Toyota will work with universities and other partners on research that aims to “reduce driver distraction and increase the safety of vehicles, drivers, passengers and pedestrians.” Toyota continues to deal with the fallout from last year’s problems—about 400 lawsuits are still pending—and cynics might argue that establishing this research center deflects from the brake issues. But Toyota is not running from the problem, either: Working to create safer autos and better driving behaviors speaks to consumers’ most pressing concerns about auto safety and demonstrates that the company is making an effort to improve safety for all drivers.
Photo Credit: Neubie
