The ongoing safety issue wrt Toyota, and the company's handling of the issue, highlight how brand value (so painstakingly built up over the years) can be so very easily and quickly destroyed by an inept and unresponsive management.
The Times has added fuel to the fire by reporting that Toyota was forced hand over to US congressional investigators a memo produced in 2006, by its own factory workers, concerning issues over car safety.
The memo was sent to Katsuaki Watanabe, president of the company in 2006, and condemns "safety sacrifices" made by the company in pursuit of profit.
It noted that that vital processes were in the hands of "amateurs".
Toyota is learning the lesson that all businesses must learn, no business lasts forever.
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