Toyota: The 'runaway Prius' uproar

After a Toyota Prius driver found himself careening out of control — thanks to a gas pedal stuck at 90 mph — some say the car company's comeback is in peril, too

Publicity mavens think Toyota can salvage its excellent brand image - if company leaders act fast.
(Image credit: Corbis/Toyota)

Just hours after Toyota tried to debunk claims that its cars' electronic systems were causing unintended acceleration and other safety issues, an out-of-control Prius stole the spotlight. James Sikes, 61, was driving his 2008 Prius in the San-Diego area when its gas pedal got stuck — and he found himself careening down streets at 94 miles per hour. Forced to call 911, a panicked Sikes was eventually rescued by a resourceful California Highway Policeman. Will this incident — and possibly another in Westchester County, N.Y. — slow Toyota's comeback momentum?

Toyota only has itself to blame: Toyota's defense so far has been to "point fingers," says Laurent Belsie in The Christian Science Monitor — blaming first drivers, then pedal suppliers, for the sticky accelerators. Until Toyota admits it doesn't know what's going on in its cars, people will trust drivers like Sikes over Toyota's engineers.

Subscribe to The Week

Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

SUBSCRIBE & SAVE
https://cdn.mos.cms.futurecdn.net/flexiimages/jacafc5zvs1692883516.jpg

Sign up for The Week's Free Newsletters

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

Sign up