Corolla probe threatens Toyota brand

Toyota Motor Corp (7203.T) braced itself for further damage to its brand on Thursday, as it waited to hear if a U.S. probe into steering complaints would lead to another recall of its flagship Corolla model.

U.S. regulators launched a preliminary probe on Wednesday into reported steering problems with Toyota's second most popular vehicle in the U.S. market behind its Camry sedan.

Preliminary investigations are a common step by regulators and are often closed without leading to a recall.

Analysts said another recall would cost the company's reputation far more than it would cost directly in dollars.

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- Posted: 2010-02-18 10:19:09

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