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DATE ##, MARCH 4, 2009 2010
VOLUME 31, 30, NUMBER NUMBER 1 # VOLUME
Dakota County Tribune Since 1884
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Burnsville Toyota sales down 60 percent, but owner anticipates a quick rebound Unprecedented recall drives sales drop by Laura Adelmann THISWEEK NEWSPAPERS
In February, the Toyota accelerator pedal recall drove new vehicle sales down 60 percent at Burnsville Toyota. But Burnsville Toyota owner Dick Sjoquist, a self-described optimist, said he expects the worst is past and things should turn around soon. Sjoquist credited his prediction to the efforts Toyota has been taking to solve existing issues and bring in new customers with incentives, such as zero-percent financing for new car buyers. In addition, Sjoquist said there is a strong customer loyalty to the Toyota brand. “What we’ve also been experiencing is a tremendous amount of e-mails, letters and phone calls from customers and those who have owned Toyotas for many years, offering a great deal of empathy and a tremendous amount of confidence in us,� Sjoquist said. “People like the product.� Toyota is only the most recent in a long line of auto makers to
Photo by Laura Adelmann
Dick Sjoquist, owner of Burnsville Toyota, said his sales were down in February, but the company is offering incentives to buyers and their inventory is strong. experience vehicle problems and receive bad press, said John R. Olson, department chair of operations and supply chain management at the University of St. Thomas. He said in prior years, Chevrolet overcame problems with some gas tank explosions on its popular Chevy trucks, and Ford suffered along with Firestone when
that brand of tire, which came on new Ford vehicles, would blow up, causing rollovers. Despite those troubling situations, Toyota’s problem is magnified, both in the amount of press coverage and by the nature of the issue, Olson said. “There’s all kinds of recalls on all kinds of cars, usually it’s very s m a l l
things,â€? Olson said. “But this is lifethreatening, so then that makes the recall a very large problem.â€? U.S. safety regulators have received reports linking 34 deaths over the past decade to defects in Toyota vehicles. The recall has affected about 8.5 million vehicles worldwide. Sjoquist said he has never had a customer complaint about sticking accelerator pedals. He added that his employees have been shocked to find many drivers regularly stack rugs on top of floor mats in the winter, which could interfere with the accelerator pedal. “It’s very common to have three floor mats on the floor ‌ even after the recall notice. We’re somewhat shocked at people who are still doing that, but when we confront people, they always say they’re not concerned about it,â€? Sjoquist said. To provide the recall repairs, Burnsville Toyota extended service hours until 10 p.m. Monday through Thursday, and will stay open until 5 p.m. on Saturdays. Sunday service is also available by See Toyota, Page 40A
Toyota Recall Toyota vehicle models involved in the sticking accelerator pedal recall/stop sales involve: Certain 2009 - 2010 RAV4 Certain 2009-2010 Corolla 2009-2010 Matrix 2005-2010 Avalon Certain 2007-2010 Camry Certain 2010 Highlander 2007 - 2010 Tundra 2008-2010 Sequoia To address the sticking accelerator pedal problem, a reinforcement bar will be installed into the accelerator pedal assembly, eliminating excess friction that caused the pedals to stick. More information is online at www.toyota.com
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Photo by Laura Adelmann
Burnsville Toyota’s inventory is high after a 60 percent drop in sales in February due to the accelerator pedal recall.
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