New Auto Cars

This much we know about Toyota since Akio Toyoda took the helm as company president: when they screw up, it doesn't take forever for them to apologize and think responsibility for their follies.

Whether it's an sentimental press conference from Toyoda himself or a tear-jerker 'Commitment' banner for the Super Bowl, the brand knows well enough that the two most significant words in this situation are 'damage' and 'control'.

So despite the cheesy nature of their new commercial, we ought to applaud Toyota for owning up to their mistake. They messed up and they're taking full responsibility for it.

Whether or not the consumer outrage over this global cancel of Toyota vehicles softens up is an completely different matter. But for now, apologizing and ensuring its consumers that their fully committed to make things right is a fine start for the brand to fully redeem itself.

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New Auto Cars Mary