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Middleboro Review 2

NEW CONTENT MOVED TO MIDDLEBORO REVIEW 2

Toyota

Since the Dilly, Dally, Delay & Stall Law Firms are adding their billable hours, the Toyota U.S.A. and Route 44 Toyota posts have been separated here:

Route 44 Toyota Sold Me A Lemon



Showing posts with label TOYOTA LEMON. Show all posts
Showing posts with label TOYOTA LEMON. Show all posts

Saturday, January 28, 2017

Military Couple Fights TOYOTA'S Overseas Warranty Exception






Military Couple Fights Car Company's Overseas Warranty Exception


FILE PHOTO: 2013 Toyota RAV4 Limited 4dr SUV (Toyota Motor Sales, U.S.A., Inc.)
FILE PHOTO: 2013 Toyota RAV4 Limited 4dr SUV (Toyota Motor Sales, U.S.A., Inc.)



Saturday, June 21, 2014

So....the LEMON LADY is speaking to a friend....


....the friend receives a text message from a co-worker.....




....the friend explains that the young woman had a bad car accident and is looking for a car.....



...the young woman has decided she wants a Volkswagon Jetta......






...she's looking at a Volkswagon Jetta, low mileage .....3500...? at a dealership on Route 44....




....LEMON LADY is suspicious......



 ...why would anyone trade a car with 3500 miles...?




...is it a flood car...? friend recommends CarFax......


 




...the young woman sends a text indicating the car is at Route 44 Hyundai....owned by the same family that owns ROUTE 44 TOYOTA....



...the friend shares....SALESMAN confirms same ownership.....






.....young woman says "THE LEMON LADY SAID NO!" walks out.....





Friday, November 22, 2013

TOYOTA: You're kidding, right?

You can't tell it by me!






Toyota remains focused on customer care, top U.S. executive says


The all new 2014 Toyota Highlander Hybrid seen at Toyota's car display during the 2013 Los Angeles Auto Show. Nov 20,2013. Photo by Gene Blevins/LA Daily News Photo Request.

By Muhammed El-Hasan, Daily Breeze
Posted:
 
 

Kazuo Ohara, president and chief executive of Torrance-based Toyota Motor Sales U.S.A.

Four years after Toyota initiated recalls of millions of vehicles for unintended acceleration problems, the world’s top car company by volume sales still has “many things to do,” says the chief executive of Toyota’s U.S. sales and marketing headquarters.

In a wide-ranging interview, Kazuo Ohara, president and chief executive of Torrance-based Toyota Motor Sales U.S.A., explained how the Japanese automaker remains in a “recovery phase” after its reputation for quality was damaged by more than 10 million vehicles recalled due to sticking gas pedals and incorrectly installed floor mats. 




“Customer trust and our reputation have to be recovered,” said Ohara, striking a humble tone. “I am pleased that it is steadily moving forward. The recovery is the most difficult task for me.”

Ohara, who took his current post in April at Toyota’s Torrance headquarters, spoke about the challenges he and his company face, as the annual LA Auto Show starts this week.

“The basic thing is we wish to keep focusing on the customer and there are no shortcuts and we have to get back to the basics and we should do everything for the customer,” said Ohara, 56, who lives in Rancho Palos Verdes. “That is why we are having many recalls, even for minor problems, to show our sincerity.”

Since the mass recalls, which lasted from late 2009 to early 2011, Toyota and other automakers have been announcing recalls for technical glitches that in the past may have gone under the radar.

Toyota also made changes to its corporate structure to focus more on quality control and catch technical problems before they lead to a recall.

For example, the carmaker in 2010 established a Special Committee for Global Quality to re-examine its quality standards. The company also formed a so-called SMART group, or Swift Market Analysis Response Team, to aggressively investigate customer reports of unintended acceleration in Toyota vehicles.

In addition, Toyota appointed a chief quality officer for North America as well as a chief safety executive for the continent.

“Our structure for customer care has been strengthened substantially in the past several years. So it’s working,” Ohara said.

At Wednesday’s auto show media preview, Toyota moved to further demonstrate its increased focus on customers by unveiling a research vehicle to combat driver distraction.

The vehicle, known as DAR-V, for Driver Awareness Research Vehicle, uses a combination of gesture and voice controls as well as other technologies to find better ways to help motorists keep their eyes on the road and their focus on driving.

The mass recalls cost Toyota its perch as the world’s No. 1 automaker. However, its efforts since then have allowed it to return to the top spot, even though many potentially costly and embarrassing lawsuits connected to the unintended acceleration problems are pending.

Ohara said he is “very optimistic” about the company’s future because of improving economic fundamentals and an expanding auto market.

Aside from being an important global company, Toyota also serves as a major employer in Southern California, with direct employment of about 5,800 people. That includes 1,700 at the Torrance headquarters and another 300 in Long Beach.

Ohara emphasized that the company has no plans to move to another state, unlike Nissan, which relocated its North American sales and marketing headquarters from Carson to Nashville, Tenn., in 2006. In February of this year, Honda said it is moving its North American headquarters from Torrance to Ohio as part of an effort to consolidate functions. Honda’s U.S. headquarters will remain in Torrance.

“California is the biggest market (in North America),” Ohara said. “So at this point in time, we have no plans to move our office somewhere else.”


http://www.dailybreeze.com/business/20131121/toyota-remains-focused-on-customer-care-top-us-executive-says



 

Saturday, October 19, 2013

Beware of Toyota. Their next victim may be YOU...

Some of us who got stuck with TOYOTA LEMONS have spoken out, collected information and continued to do so.

This is the crap TOYOTA tolerates:

.....thuggery at dealerships, and contempt for customers.....



Toyota is the story of engine failures, unintended acceleration, lawsuits, an oil sludge petition signed by thousands (see 9/13/09 post), thuggery at dealerships, and contempt for customers. I lost $8,500 due to an engine failure (at under 30,000 miles) in my MR2 Spyder, and discovered that my case is one of many (see 5/22/09 post). A Lexus crash that killed four people (see 10/8/09 post) has now prompted recalls and raised alarming questions about Toyota's influence within the NHTSA.


http://uc2.blogspot.com/



One of the most hearbreaking stories has to do with the death of 29 year old Chris Eves when his new Tundra veered off the road and hit a tree. Hair and scalp tissue was found near the accelerator, and Chris' dad refuses to be silenced, choosing to speak out instead of accepting Toyota's offer of what amounts to hush money. If there's anything the ol' Recall King is good at, it's confidentiality agreements and cozy deals with NHTSA which allow Toyota to settle "without any admission of wrongdoing."

I'll take this opportunity to congratulate one very brave lady for daring to blow the whistle on the Recall King. Ms. Benjaminson reveals what a difference it makes when a government gets serious about setting an automaker straight. "Reading the Toyota documents, Benjaminson was shocked at the contrast between the frantic efforts to fix the Imperial limo and what she calls Toyota’s 'stonewalling' of consumers and investigators during the U.S. probe into these crashes."    


Sunday, October 13, 2013

Noriko Uno: Last Minutes Filled With Terror As Toyota Camry Sped Out of Control


The Noriko Uno jury verdict hasn't changed my mind since MY LEMON TOYOTA failed to STOP.



Toyota U.S.A.  ignores COMPLAINTS! [as the NHTA web site clearly reveals.]



Toyota pronounces 'No Computer Error Message' ignoring that there is No Computer Error Code programmed.....and you can't get a list of those codes.....




Toyota U.S.A. is more willing to fund attorneys than in manufacturing SAFE TOYOTAS.





This is Noriko Uno's car.....



The California trial of Noriko Uno's defective Toyota took 2 months before being given to the jury to deliberate.
 
Because of the length of the trial, no media coverage is available and we can only rely of vague and disappointing accounts.

It is clear that there are several things that set this case apart:
 
1. Noriko Uno's vehicle was struck by another prior to her Toyota Camry's Sudden Unintended Acceleration
2. Witnesses indicated that they saw brake lights in Noriko Uno's attempt to stop her vehicle and she pulled the emergency brake   
2. Legal arguments were unigue

While no safety feature is mandated by federal regulation, no brake override, other manufacturers have included safety features that protect drivers and occupants.

It would seem that were Toyota not as arrogant, they would add such features to their vehicles to restore their integrity and reputation.

Below is a collage of articles and videos:


Jury Finds Toyota Not Liable in Death of California Driver



The case is the first of about 85 personal injury and wrongful death lawsuits brought against Toyota in California state court because of complaints related to sudden, unintended acceleration and the resulting wave of recalls in 2009 and 2010.

The 2006 Camry driven by the victim was not included in the recalls. 
      


The California jury’s decision is in line with Toyota’s winning verdicts in cases in New York and Philadelphia. Toyota is also on trial, or scheduled to stand trial, for death and personal injury lawsuits in Oklahoma City, Santa Ana, Calif., and Michigan.
 
The family of the victim, Noriko Uno, said that Ms. Uno tried to stop her 2006 Camry before crashing into a tree in Upland, Calif., but that a faulty accelerator and the lack of a brake-override system made the car speed out of control in the wrong direction on a one-way street.
 
The jury found that the Camry did not have a defect that caused the crash. It said that the driver of a vehicle that crashed into Ms. Uno’s car was at fault for the accident and should pay $10 million in damages to Ms. Uno’s husband and son.
 
It was the first so-called bellwether case in state courts, chosen by a judge to help predict the potential outcome of other lawsuits making similar claims.

Toyota Cleared, Other Driver Blamed Wrongful Death Lawsuit

Jury finds another driver, now 90 years old, who ran a stop sign and hit the woman should pay the family $10 million

Friday, Oct 11, 2013
Mardirossian argued Toyota made safety an option instead of a standard by not installing a mechanism to override the accelerator. He added the automaker also failed to warn customers what to do if an accelerator became stuck.
Toyota defended its vehicles, saying it had a state of the art braking system and argued an override component would not have prevented the crash. The company's lawyers said Uno likely mistook the gas pedal for the brake. [Toyota's ploy: Blame it on the driver! Witnesses reported seeing brake lights and the handbrake had been pulled in efforts to STOP Noriko Uno's Runaway TOYOTA as she sped to her death.] 
 
 
 
Toyota has blamed the driver, stuck accelerators or floor mats that trapped the gas pedal for the sudden unintended acceleration claims that led to the massive recall of its vehicles.
The verdict adds to the list of the automaker's court victories. In 2011, a federal jury in New York found the automaker wasn't responsible for a 2005 crash that the driver blamed on the floor mats or defects with the electronic throttle system.
The Toyota litigation has gone on parallel tracks in state and federal court, with both sides agreeing to settlements so far. A federal judge in Orange County is dealing with wrongful death and economic loss lawsuits that have been consolidated.
Federal lawsuits contend that Toyota's electronic throttle control system was defective and caused vehicles to surge suddenly. Plaintiffs' attorneys have deposed Toyota employees, reviewed software code and pored over thousands of documents.
Toyota has denied the allegation, and neither the National Highway Traffic Safety Administration nor NASA found evidence of electronic problems. [NASA examined computer codes according to reports, not cars or computers from cars.]
A trial in one of the lead cases is scheduled for early November.
The Uno case is the first so-called “bellwether” case in state courts, which is chosen by a judge to help predict the potential outcome of other lawsuits making similar claims.
Another sudden acceleration case began in Oklahoma this week. There are more than 80 similar cases filed in state courts.
Mardirossian said the evidence he presented at trial may help other pending cases against Toyota.
“We were able to demonstrate how their system can fail without a brake override system,” he said. “We found some chinks in Toyota's armor. I think the next case will be a winner.





Jury awards $10 million in Toyota death case but absolves automaker

Toyota faces its first federal case next month in Santa Ana, in a suit involving an elderly Georgia woman, Ida Starr St. John, whose Camry accelerated and crashed into a school.

The verdict in the Uno case may not be a strong indicator of the outcomes of future trials, because the attorneys in this case forwarded a somewhat unique legal theory.

Lawyers for other plaintiffs are set to argue that Toyotas contain electronic defects that can cause sudden acceleration. But Mardirossian, Uno's attorney, claimed that the car's lack of a brake override system was responsible for his client's death.

That fail-safe, designed to prevent a car from accelerating if the brake is depressed, was adopted by many auto manufacturers in the early 2000s, but Toyota didn't start using it until 2010.

Toyota's lawyers countered that the safety feature would not have saved Uno because, they alleged, she mistook the accelerator for the brake. What's more, they argued that brake override was not -- and still is not -- required under federal vehicle safety standards.

Belo, meanwhile, was driving a vehicle that smashed into Uno's Camry. The impact caused Uno's foot to become trapped on the accelerator pedal, leading the car to take off at high speed, ultimately crashing into a tree and a utility pole. The jury blamed that crash on Uno's death.

The sudden-acceleration issue first arose for Toyota after the August 2009 death of an off-duty California Highway Patrol officer and his family in a runaway Lexus ES outside San Diego.

The accident, which happened to occur the same day as Uno's fatal crash, drew national attention and led to a slew of huge and costly recalls, congressional hearings and more than $65 million in fines for federal safety code violations.

Numerous outside experts have claimed that the sudden-acceleration events could be caused by an electronic defect in Toyota vehicles, although no evidence has been presented that conclusively proves that theory.

Toyota, for its part, has vigorously denied those allegations and points to studies conducted by NASA and the National Academy of Sciences that did not find any such bug.

Toyota has been named in hundreds of lawsuits since the issue emerged. Before now, only one, in New York state, reached a jury.

Toyota has settled a number of cases, including a 2010 deal with the family of the CHP officer for $10 million, and a $1.6-billion deal, approved this year, in a class action case brought by thousands of Toyota owners claiming the sudden acceleration decreased the value of their vehicles.



Toyota also settled the first two major cases that had been selected by judges to go to trial this year, although the size of those settlements was not disclosed. GAG!

Another trial kicked off this week in Oklahoma state court. The plaintiff, Jean Bookout, claims that her 2005 Camry accelerated out of control -- injuring her and killing a passenger -- because of an electronic defect.

That trial is expected to last three weeks.



FROM: The Truth About Cars
Mardirossian said Uno was a cautious driver and neither floor mats nor driver error were to blame.

He said witnesses heard the Camry engine racing and saw brake lights going on and off. Pulling the handbrake had "zero effect," Mardirossian said.

"Imagine her strapped into her Toyota Camry driving 100 mph knowing the next move would be fatal," he said. "She saved many lives by veering off into that center median knowing that death was near."




'Souvenirs from NHTSA.'

Toyota settles wrongful death lawsuit



Toyota reached the agreement in the case brought by the family of Paul Van Alfen and Charlene Jones Lloyd, spokeswoman Celeste Migliore said. They were killed when their Toyota Camry slammed into a wall in Utah in 2010.
.....the Associated Press has conducted an investigation of its own, finding that Toyota has, for years, blocked access to event data recorder (EDR) information, and that the automaker has been inconsistent in revealing exactly what these devices do and do not record.

Toyota CA Sudden Acceleration Trial: Can you trust Toyota?


"Toyota decided to make safety an option instead of a standard on their vehicles,".....
Consumer Reports recently uncovered NHTSA's log books from 2008 that showed Toyota and Lexus vehicles accounted for over 40% of the complaints about uncontrolled acceleration in 2008 models. That's a significant percentage, especially considering that Toyota doesn't sell 40% of the cars on the market (it sells about 15% of all cars).

Frank Visconi:



Toyota: Shirking their responsibility...




In the most tragic incident, on the day after Christmas, four people died in Southlake, Texas, a suburb of Dallas, when a 2008 Toyota sped off the road, through a fence and landed upside down in a pond. The car’s floor mats were found in the trunk of the car, where owners had been advised to put them as part of the recall.”
 
Toyota on Trial: Toyota KNOWS, keeps killing people it seems & HORSE MANURE
 
NEVER FORGET THESE WORDS --- TOYOTA KNEW AND ALLOWED PEOPLE TO DIE!

Toyota warned U.S. dealerships in 2002 that Camry owners complained of throttle surges and recommended adjusting the computer

"If you look at this document, it says electronics," attorney Clarence Ditlow said. "It says the fix is reprogrammed in the computer. It doesn't say anything about floor mats."

....repair bulletin proves the manufacturer misled the public about the causes of sudden acceleration.
FROM: http://middlebororeview.blogspot.com/2012/12/toyota-table-of-contents.html
.Toyota’s R&D chief Masatami Takimoto contradicted his own engineers, admitting in a March 2010 memo that every conceivable condition had not been anticipated: “When this Electronic Throttle Control System (ETCS) system was inspected, didn’t we fail to anticipate malfunctions such as an accelerator pedal itself remaining open?”FROM: Documents Contradict Toyota

FROM: Toyota: ...biggest and most deadly corporate cover up of all times...

Here are the latest developments in what I believe may be the biggest and most deadly corporate cover up of all time:......
The early Toyota investigation showed the problems and the luck associated with SUA investigations. NHTSA randomly two vehicles that repeatedly demonstrated SUA. NHTSA knew the problem was in the cruise control computer because if they moved the computer from the bad Toyota that had SUA to a good Toyota that did not have SUA, the good Toyota developed SUA. When NHTSA tested the vehicles at VRTC, it could not find a failure mode.
 
 



 
3 Ultimately, NHTSA gave the computers to Toyota to take to Japan and test. Although Toyota found a failure mode in the printed circuit board, details of the findings were kept confidential.
 
Toyota Whistleblower
[Noriko] Uno pulled her emergency brake before she died, proving she tried to regain control of the car
 
Other cases expected to go to trial in state courts this year include one in Oklahoma and another in Michigan. There are more than 80 similar cases filed in state courts.


Noriko Uno ..... and others....Innocent Deaths in Toyota Vehicles?

Documents Contradict Toyota
he dealer pleads: “… Engine revs stick at 6000 rpm without any reason. This issue occurs without any warning and at random cases. … (there were) two big car accidents in which the drivers miraculously escaped injuries. … the vehicle accelerated in an uncontrolled manner … more than 5 times … the Accelerator Sensor Assembly was replaced. … This issue could cost lives!!”

In another communication, a driver reported a Tundra zooming to 80 miles per hour, uncommanded, with ineffective brakes.

Toyota CA Sudden Acceleration Trial: Can you trust Toyota?




Owners Report Problems With Toyota Tacomas


Corporate arrogance.......



Former Toyota Lawyer: Automaker Hides Safety Problems

Uploaded on Feb 10, 2010
In an exclusive interview with ABC News, a former top lawyer for Toyota claims the automaker regularly hid evidence of safety defects from consumers and regulators, and fostered a culture of "hypocrisy and deceit."

"You have to understand that Toyota in Japan does not have any respect for our legal system," said Dimitrios Biller, who worked as managing counsel for Toyota's American operations from 2003 to 2007. "They did not have any respect for our laws."

Biller handled product liability suits while with the company. He claims that when Toyota received poor results in a vehicle rollover test, it ordered a new test in order to receive better results. According to Biller, the company also made a practice of concealing proof of safety problems, and did not disclose information it was obligated to produce




Are Toyota's Accelerators Out of Control?

Uploaded on Nov 4, 2009
Brian Ross Investigates the cause of hundreds of Toyota accidents. For more on this story go to http://abcnews.go.com/Blotter/Runaway...
 


Out of Control



Tuesday, October 8, 2013

'Souvenirs from NHTSA.'

You buy a toaster.

It's defective!

You return it and are offered a refund or replacement.





Not so with a LEMON TOYOTA!





You're stuck my friends!

After more than ONE YEAR, Toyota U.S.A. and Route 44 Toyota have DILLY, DALLIED, DELAYED, STALLED and spent more on legal fees, silly motions and nonsense than the value of the TOYOTA LEMON!




That's their intent!

Rather than correct a KNOWN PROBLEM that other owners have complained about:
 
BRAKE FAILURES


I made the mistake of believing Toyota Propaganda!
 
[70% of NEW car buyers don't conduct any research for the 2nd largest purchase they'll make. Please don't be one of them.]

We will never know how many people have been killed or injured by TOYOTA'S SUDDEN UNINTENDED ACCELERATION because some of the claims have been settled with GAG orders.

What we do know is that when the heart-wrenching 911 Call of the Saylor's Family crash was made public, Toyota was FINALLY forced to act.







Uploaded on Jan 27, 2010
Before Toyota could be bothered to recall 3.8 million Toyota and Lexus cars that they had known for two years had a problem, an off-duty state trooper and three members of his family had to die in fatal car crash when the car accelerated . This is the recording of their 911 call moments before they crashed into the end of the freeway at 120 mph.


'There's no brakes... hold on and pray': Last words of man before he and his family died in Toyota Lexus crash








Noriko Uno ..... and others....Innocent Deaths in Toyota Vehicles?

FROM: Toyota Table of Contents

WASHINGTON, March 23 (UPI) -- Toyota warned U.S. dealerships in 2002 that Camry owners complained of throttle surges and recommended adjusting the computer, documents indicted. [sic]

A lawyer with the non-profit Center for Auto Safety in Washington said the technical service bulletin discusses electronics issues -- not mechanical issues raised in the massive recall -- and how the condition was corrected, CNN reported Tuesday.

"If you look at this document, it says electronics," attorney Clarence Ditlow said. "It says the fix is reprogrammed in the computer. It doesn't say anything about floor mats."

....repair bulletin proves the manufacturer misled the public about the causes of sudden acceleration.

The dealer pleads: “… Engine revs stick at 6000 rpm without any reason. This issue occurs without any warning and at random cases. … (there were) two big car accidents in which the drivers miraculously escaped injuries. … the vehicle accelerated in an uncontrolled manner … more than 5 times … the Accelerator Sensor Assembly was replaced. … This issue could cost lives!!”

In another communication, a driver reported a Tundra zooming to 80 miles per hour, uncommanded, with ineffective brakes. When the truck was fixed, the technician noted, “short (circuit), insulation defective,” and replaced the gas pedal sensor assembly. The same document lists 547 pedal position electronic sensor assemblies that were replaced to fix speed control malfunctions that had been attributed to a mechanical “sticky pedal.”
Japan engineers also noted or investigated many varied electronics-related causes of UA and speed control issues. They include short circuits in the pedal position sensor, cruise control, poor wiring connectors, electromagnetic interference (EMI), and voltage irregularities. Numerous times throughout the documents, the electronic Engine Computer Unit (ECU) is mentioned as a possible cause for vehicle behavior that they could not understand.

FROM: Toyota settles wrongful death lawsuit


Toyota Motor Corp. has settled what was to be the first in a group of hundreds of pending wrongful death and injury lawsuits involving sudden, unintended acceleration by Toyota vehicles, a company spokesman said Thursday.

Toyota reached the agreement in the case brought by the family of Paul Van Alfen and Charlene Jones Lloyd, spokeswoman Celeste Migliore said. They were killed when their Toyota Camry slammed into a wall in Utah in 2010.


.....the Associated Press has conducted an investigation of its own, finding that Toyota has, for years, blocked access to event data recorder (EDR) information, and that the automaker has been inconsistent in revealing exactly what these devices do and do not record.

LEMON LAW

Toyota CA Sudden Acceleration Trial: Can you trust Toyota?


"Toyota decided to make safety an option instead of a standard on their vehicles,".....




Consumer Reports recently uncovered NHTSA's log books from 2008 that showed Toyota and Lexus vehicles accounted for over 40% of the complaints about uncontrolled acceleration in 2008 models. That's a significant percentage, especially considering that Toyota doesn't sell 40% of the cars on the market (it sells about 15% of all cars).

Frank Visconi:



In one such incident Frank ...
www.trucktrend.com, 1 Mar 2007 [cached]
In one such incident Frank Visconi, a retired vehicle theft investigator, was on his way to a Toyota dealer to have his new Tacoma examined for sudden acceleration issues he had been experiencing.As he ran up on another car he tapped the brakes, but instead of slowing down Visconi claims the truck's engine revved suddenly.He lost control of the vehicle and jumped an embankment, causing the Tacoma to roll several times before finally coming to a stop.Miraculously, Visconi was able to walk away from the incident unhurt.
 
 

Toyota: Ya Gotta Be Kidding Me! Let's Go Places? With NO BRAKES?

 
Toyota: Shirking their responsibility...
 
 
In the most tragic incident, on the day after Christmas, four people died in Southlake, Texas, a suburb of Dallas, when a 2008 Toyota sped off the road, through a fence and landed upside down in a pond. The car’s floor mats were found in the trunk of the car, where owners had been advised to put them as part of the recall.”

Has Toyota really corrected the problem?

Victims' Family's Plea to Toyota


Although lengthy, this is the best article that raises issues about Toyota's failures:

Is Toyota Telling the Truth About Sudden Acceleration?
 
....Beyond that, more than 200 personal injury cases remain to be resolved in the other MDL. The first bellwether trial had been scheduled for March, but it settled in January on confidential terms.
 
 GAG!
 
 
She began working on Toyota litigation in 2010. Before then, she'd been "oblivious" to the events in the U.S., she says. Slowly she began to notice "odd things" in documents she saw in connection with her role as translator. Revised press releases sometimes obscured important details, she says. Emails among engineers "revealed facts that directly contradicted" Toyota's public statements. Then it got worse. She read reports about runaway cars, including survivors' accounts of crashes that killed their companions. She was deeply affected. A "tipping point" came when she read a document the company had prepared based on complaints filed with NHTSA. "A summary of the injuries and deaths was attached," she recalls, "and it was cynically titled 'Souvenirs from NHTSA.' " For her, that was it.

After all of Toyota's strategizing, it could not have anticipated how those words would sound to a translator—or what she would do. It was one more thing lost in translation.