Since the late 2009, the famous vehicle manufacture Toyota has suffered a severe crisis due to unintended quality problems in its cars which had triggered Toyotas largest officially recalls of its cars around the world. This crisis threatens the companys previous reputation of good quality cars, as well as the brand image built up over time. In 2009 and 2010, Toyota Motor Corp. was the target of much adverse media attention after a series of accidents due to sudden acceleration incidents and brake faults that led to deaths and injuries.