Today in Tokyo, an apologetic Toyota president announced the recall and nodded to listeners worldwide in English.
President of Toyota Motor Corporation Akio Toyoda said, "We will redouble our commitment to quality as a lifeline of our company. We will do everything in our power to regain the confidence of our customers."
Toyota is recalling about 437-thousand hybrids, including its star car the 2010 Prius.
Scores of drivers have complained brakes can fail to kick in quickly on icy or bumpy roads.
Market experts had concerns about Toyota's handling of it.
Consumer Reports' Jeff Bartlett said, "It would appear that Toyota could have disclosed that it had a problem with the Prius' brakes, in fact it's been making corrections at the factory level for some weeks now."
Toyota says the fix is in reprogramming the software the controls the car's brakes.
Fixing the company's reputation could take longer.
Today in the Washington Post, Toyota's president vowed to work with U.S. transportation officials, who were clearly frustrated last week with Toyota on safety.
Transportation Secretary Ray LaHood said, "We are considering civil penalties."
Toyota is in the process of recalling more than seven million vehicles worldwide for problem floor mats, problem gas pedals, and now problem brakes.
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