EDITORIAL: Prius' brake problem

Consumers' trust in Toyota Motor Corp. for product safety and quality has been dealt another blow. Following the recalls of its popular models in the U.S. and European markets due to faulty gas pedals, Toyota now faces problems with the braking system of the Prius, a mainstay in its ecological hybrid car lineup.

The third-generation Prius, which was released in May last year, has been the best-selling car in the domestic market. Its exports to overseas markets have been brisk. The latest problem with the symbol of Toyota's success has further damaged the image of the leading automaker.

In both Japan and the United States, transport authorities and dealers have received complaints from Prius users, who said the brakes failed to work immediately while driving at low speeds. There have been accidents resulting in injuries because of the problem.

In fact, Toyota became aware of the problem last autumn. It had determined that the problem was attributed to the anti-lock braking system (ABS), which prevents skids on a slippery road when the brake is applied.

Toyota had revised the computer program for ABS control in Prius cars that were manufactured in and after January without disclosing information on the modification.

The automaker had planned to fix the problem for about 300,000 units of the current Prius model that rolled out before the modification--but only if owners filed complaints.

Facing an unexpectedly large number of complaints and intensified public criticism, Toyota changed its stance and decided to conduct free repairs of all Prius cars of the current model.

Toyota was too slow to respond to the situation. It should have taken steps to ensure that all Prius cars already sold were fixed, instead of altering the computer program of newly produced vehicles.

The automaker's obtuse reactions to the problems with the Prius as well as the gas pedals in other models show the company has become insensitive to users' concerns.

In a news conference, a Toyota executive insisted that the braking problem is "a matter of the driver's perception about a delay of less than a second for the brake to work."

Yet, any momentary delay in the braking system would scare drivers. The sheer number of complaints is the most telling sign that drivers are worried.

To begin with, the purpose of electronic control systems in vehicles is to enhance safety and performance.

No newly developed models are free from flaws and problems. And it is common for automakers to continuously improve a new model based on customer complaints. However, a quick response is essential if the complaint is about such a vital component like the brakes.

It is increasingly difficult not only for automakers but also for other manufacturers to maintain product quality when more complex components are used and manufacturers procure parts globally.

That is why consumers expect the manufacturers to place top priority on safety. If companies are unable to meet consumers' expectations, they cannot survive.

The entire world is watching whether Toyota is humbled, learns the lessons from these problems and starts producing safe vehicles again.

--The Asahi Shimbun, Feb. 6