On Wednesday, November 1, 2023, Toyota made an official announcement that it is recalling more than roughly 1.9 million RAV4 sport utility vehicles (SUVs) in the U.S. because the batteries can shift during sharp turns and potentially cause a fire. The affected vehicles are from model years 2013 and 2018. According to Toyota, “Some replacement 12-volt batteries of the size specified for the subject vehicles have smaller top dimensions than others. If a small-top battery is used for replacement and the hold-down clamp is not tightened correctly, the battery could move when the vehicle is driven with forceful turns.The movement could cause the positive battery terminal to contact the hold-down clamp and short circuit.”

According to Brand Value(China ) Network, in October 26, 2023, Toyota recalled roughly 751,000 Toyota Highlander SUVs in the U.S. to fix a problem with the tabs that secure the vehicles' front lower bumper covers, which could fall off by a minor crash. In August, 2023, Toyota recalled about 168,000 Toyota Tundra and Tundra Hybrid vehicles from model years 2020-2023 because of a potential fire risk.In March 2023, Toyota conducted a safety recall in the US of about 130,000 2022 and 2023 Tundras because their truck-bed covers can fall from their vehicles, which can cause damage.

     Toyota said it is preparing a fix which involves replacing the hold-down clamp, battery tray and positive terminal cover with improved ones.Toyota owners will be notified by late December, 2023. For more information, Toyota owners can go to www.nhtsa.gov/recalls to check their RAVs by entering their vehicle identification number (VIN), or call the Toyota Brand Engagement Center at 1-800-331-4331. 

     Toyota is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and registered on August 28, 1937. As of today, Toyota is one of the largest automobile manufacturers in the world, producing about 10 million vehicles per year. In 1956, Toyota entered the American Market and exported Toyota Land Cruiser and Toyota Crown. In 1959, it opened its first factory in Brazil. In 1965, Toyota produced 600,000 cars a year and at the end of 1960s Toyota Corolla was recognized as the best selling car in the world. In the year of 2022, Toyota sold 10.5 million vehicles according to its statement on January 30, 2023 and it therefore continued to be the world’s top-selling automaker for a third straight year. 

    According to Brand Value (China) Network, Toyota is not only one of the largest car makers in the world but also a brand giant. From a brand building point of view, Toyota’s recall decision shows that Toyota is a responsible car maker that cares about its product quality and customers. Based on “China Brand Value Evaluation Standard”, Toyota’s recall belongs to its third indicator “product and service quality”.

      On the ranking of “The 3rd Daguan· Keweiwei World Brand Value Top 900” released on March 18, 2023, Toyota’s brand value was 704.789 billion RMB, ranking the 18th.

 www.bvrcn.com 品牌价值网

      "(www.bvrcn. com) Daguan · Brand Value (China) Network" is a preferred world-class website for spreading global brand news and promoting brand information value. This website continuously tracks and reports the current global brand industry, timely releases brand dynamics, brand information, brand analysis, etc., and promote brand value by using its own resources from multiple perspectives. This website has a strong media presence with over 1000 domestic, international mainstream, and top industry media that can effectively share, reprint news. 

作者：杨瑞安