Toyota has revealed that all its cars will now benefit from a five year, 100,000 mile warranty.
It has been a torrid time for Toyota, what with Throttlegate and the associated fallout. But to paraphrase CJ ‘Toyota didn’t get where it is today by giving up’. So it’s fought back. The last offer on new cars was for an extended warranty or three years free servicing. But now they’re upping the ante.
From now all new Toyota cars will come with an inclusive five year, 100,000 mile warranty. There will also be a new campaign running – Your Toyota is My Toyota – with Toyota employees extolling the virtues of Toyota the employer and how wonderful every Toyota is and how they’re built with love and… You get the picture.
All of which is a big part of rebuilding confidence in Toyota, which had basked in an almost unblemished safety and reliability record which had lead it to be the most successful car manufacturer in the world. But it’s not just about rebuilding a reputation. It’s about fighting the Koreans.
Hyundai already offer a five year (unlimited mileage) warranty on their cars. Their products undercut the Japanese on price and are rapidly approaching them on style and build quality. The Koreans are starting to do to the Japanese what the Japanese did to the Europeans and Americans a generation ago.
But the Japanese are reacting quicker than we did.