Problem:
I would think that companies, such as Toyota, would have to have something to offer customers. Whether its a great deal on automobiles, better warranties, and would have to find a way to show that their vehicles problems are a thing of the past. Its understood and expected that vehicles will have recalls. While we don't like them its a fact of life. I would think they would want to do more testing on their vehicles prior to manufacturing them and show that testing data and results to the public. This may give customers an added piece of mind to what they are buying. Also they need to not try to downplay any issues with their vehicles. Just being open and honest can go a long ways in the eyes of a customer. It would show integrity and a genuine care for the consumer instead of coming off like they are just trying to maintain their profit margins. I believe other manufacturers will use Toyota as an example of what not to do interms of issues with their automobiles and try to get things right the first time instead of worrying about the problems after they are brought to public light.
I believe that the savvy automobile manufacturers will respond to Toyota's misfortune by shifting their message from, say, fuel economy or comfort to safety or quality. At the time of Toyota's quality issues they were the world's leading car manufacturer (Roth, 2011), so the market would have been ripe for the taking, even incremental growth would have been life-changing for a small auto manufacturer, at the time, like Hyundai. I imagine that new safety features and innovations would have become centerpieces of marketing campaigns.