Toyota (NYSE: TM) was known for thirty years in the United States for reliability that surpassed any domestic competitors. The automaker's reputation was tarnished by defect-related accidents, lawsuits and an 8.8 million vehicle recall. Because of this bad press, Toyota's U.S. market share dropped from 18% in 2009 to 15.5% in 2010. In the JD Power's 2010 Automotive Performance, Execution and Layout Survey, Toyota received the worst possible marks in comfort, style, and overall performance and design.
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