February 19, 2010—Toyota faced yet another crisis in consumer confidence with yesterday’s announcement that the U.S. National Highway Transportation Safety Administration (NHTSA) was opening an investigation of steering problems in 2009 and 2010 models of the Toyota Corolla sedan and the Toyota Matrix vehicle.

Last year the Toyota Corolla was the world’s top-selling car. Now Toyota may have to recall 500,000 of these vehicles because of reports that vehicles suddenly veer to the right or left. Many Toyota owners are left rethinking their longtime allegiance to Toyota’s vehicles and service.

“My first car was a Toyota” says biology teacher Renee Feinman. “I’ve owned a lot of Toyotas in my lifetime, even though it’s a non-American car, because they were what they’re not now: a good-quality car. “

However, many or most of the cars that would be recalled for the steering problem are already under included in the massive recall of multiple Toyota models because of acceleration problems.

According to the New York Times, Toyota recalls since August 2009 have included:

• 3.8 million vehicles recalled in September because the driver-side floor mat could cause the accelerator to stick

• 4.2 million vehicles recalled in November so that the dealer could shorten gas pedals by ¾ of an inch to prevent sticking

• 2.3 million vehicles recalled in January to prevent the accelerator from getting stuck

• More than 400,000 2009 and 2010 Prius and Lexus hybrids recalled worldwide because of possible problems with the computerized braking systems

Some vehicles are included in more than one recall, so these numbers may overstate the actual number of vehicles that will require repairs.

The recalls have already had an impact on Toyota manufacturing plants in the U.S.  Toyota has announced it will temporary close plants in Kentucky and Texas. In January Toyota’s market share fell to 14.1 percent, down from 17.9 percent a year ago.

Many consumers have lost their faith in the company. They share the sentiments of Mrs. Feinman, who says “I loved Toyota and believed in Toyota, but now I don’t think I can anymore. They lost my credibility, they’ve lost my business. Once you lost it it’s hard to get it back.

Some Toyota owners are less bothered by the recall. Sam French, a senior and owner of a Toyota Corolla, hasn’t personally had any issues with his vehicle and is not too upset. “I haven’t had any problem with my car. I’d still buy another Toyota.”

Toyota’s misfortunes may be a boon to Ford and General Motors. These American automakers are seeing their sales rise, thanks in part to cash incentives and extended warranties.  They are also offering an extra $1,000 to anyone who trades in a Toyota for a new Ford or GM.

Other Japanese automakers recently have had some smaller safety recalls, yet many consumers still believe carmakers like Toyota, Honda and Nissan provide best long-term reliability.

“My last American car was a 1985 Ford Escort,” says Ellen Arky of St. Petersburg, “and after 10 years it was through. Now I’m happily driving a 15-year old Honda Accord, and every day I pass several just like it on the road.”