Toyota tells customers it is “more committed to quality than ever”

Toyota has launched a further reassurance drive in the wake of the recall crisis with press advertisements that claim it is “more committed to quality than ever”.

The double-page press ads state that all of its “new and used cars have been quality checked, and are ready to go” following the recall, adding that its Auris, Avensis, Prius and Yaris models have a “5-star Euro NCAP rating”.

Toyota has been hit by a series of safety recalls, which started with concerns over sticking accelerator pedals, this year and has sought to reassure customers ever since news of the recall broke in early February.

The marque had feared the recall would damage its brand fatally and could cost up to £2m in lost sales. However, Toyota’s UK market share only fell by 0.47% in February compared to the same time last year, according to the Society of Motor Manufacturers and Traders (SMMT) figures released earlier this month.

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