A few months ago, millions of drivers considered Toyota the gold standard for automobiles, with quality and reliability you could practically take for granted. Then came mysterious gas-pedal problems, claims of deadly "sudden acceleration" incidents, and the global recall of more than 8 million vehicles. Toyota's sales may have plunged, but the automaker still has droves of both loyal customers, and new customers who have not lost faith in the vehicles they have come to love.

Toyota will recover; sooner or later the company will regain control and get back on the pavement. It may even end up a better company than before. Meanwhile, Toyota automobiles could be a smart buy, with dealers forced to offer discounts and other incentives to move merchandise sullied by the scandal. While the recent safety problems are serious, media hype has created the impression that every Toyota is dangerous and that simply is not true. It is certainly concerning that deaths have been linked to issues with the cars, and discouraging that complaints over sticking accelerators have been logged for over a few years. Overall, however, Toyota has drawn far fewer complaints than most competitors, which is consistent with its once sterling reputation. Of 18 Toyota vehicles, seven rank in the top three in their category in the U.S. News Best Car and Truck rankings, including the Avalon sedan, Sienna minivan, Sequoia SUV, and Venza crossover. Consumer Reports named the Toyota Prius one of its 10 "Best Picks" for 2010, despite a recall involving brakes. To win back customers and alleviate safety concerns, Toyota is taking steps to gain back its customers. They will pick up and return some recalled cars, so worried owners don't have to drive to the dealership. Toyota is also offering rental cars or rides to work to some owners getting their cars fixed. And CEO Toyoda has said that the company must start paying more attention to customers.