It was 11 months ago when CBS Evening News anchor Katie Couric opened her broadcast with the story of Jim Sikes. Just that afternoon the California real estate agent claimed to have lost control of his Toyota Prius, shooting up to 94 miles an hour during a harrowing ride while telling the 911 operator he was standing on the brake pedal.

Over all the more important things in the world available to cover that night, an alleged runaway Prius made the top of Couric’s list. One would assume she and her producers chose that story because they saw it as only the latest example of what seemed to be a growing threat to millions of American drivers. (Toyota, then as now, is the world’s No. 1 automaker.)

In reality, thanks to Katie Couric, it was proof positive that the whole Toyota unintended acceleration story had become a media farce. Within days Mr. Sike’s contentions were discovered to be fraudulent. In fact, Jalopnik later reported that Sikes was facing serious financial difficulties and speculation was that he had told his story in order to obtain a large settlement.

A Problem of Floor Mats

CBS News would take almost another year to do the next major story about Toyota’s problems. Even then, the network that was once home to Edward R. Murrow still didn’t have his grasp of getting it told accurately. On Feb. 8, CBS correspondent Sandra Hughes reported that the 11-month investigation by the National Highway Traffic Safety Administration—working with NASA—ruled out electronic defects as a cause of “Toyota Deaths.”

Yes, Toyota’s electronic systems were proven not to be the cause of any problem or fatality. The culprit was floor mats incorrectly installed, either by the dealership or by the Toyota and Lexus models’ owners, that were catching and holding the gas pedal in place. Also, some vehicles had sticky accelerators. And as Transportation Secretary Ray LaHood suggested, the majority of cases were those of “pedal misapplication.”

LaHood refused to call it driver error, but in fact it was. After all, brakes always override the throttle, with or without the new nonsense of “brake override systems coded into the system software.”

Keeping the Story Alive

Hughes still wasn’t willing to let the Toyota story go totally. She played part of Mark Saylor’s frantic 911 call, just before the California Highway patrolman and three members of his family were killed in a loaner Lexus ES 350 going 100 mph. Hughes withheld from the audience the fact that that case was now closed. The loaner was found to have had floor mats for a Lexus RX SUV installed instead.

Moreover, Hughes then suggested that the unintended acceleration story was not over just yet: The National Academy of Sciences, she promised, was doing a far more comprehensive study of unintended acceleration that could “shed more light on potential electronics problems.”

Finally, she did not clarify that the broad-based study covers all manufacturers, not just Toyota products. That would have removed much of the suspense.

Here’s my prediction: The NAS study will come to the same conclusions as the NHTSA study. Unintended acceleration has been complained about and studied for decades, and the conclusions are always the same. This is why: Some people freeze up mentally instead of physically when they panic; they honestly believe they are slamming on the brakes when in fact it is the gas pedal they’re flooring.

Scare Tactics

CBS and The Wall Street Journal both got quotes from “safety crusader” Sean Kane of Safety Research and Strategies. Readers will remember him as one of the first to testify in the congressional hearings last year, having brought Rhonda Smith and her husband from Tennessee to tell her harrowing story of a runaway Lexus. Kane also brought David Gilbert of Southern Illinois University, who testified that he had found a way to recreate the flaw that would allow Toyota’s electronics to speed the car up uncontrollably.

For CBS, Kane quipped that government agencies are not very good at these types of investigations. Which immediately raises the question: Is Mr. Kane unaware that NASA put astronauts on the moon, or is he suggesting that the National Safety Board can’t find the real causes behind aircraft disasters?

For the WSJ he said, “Right now, we don’t have any explanation for many of the problems, so what good did the investigation do?”

What? Did he miss the part about floor mats, some sticky pedals, and the vast majority of cases being driver error? Here’s the problem: Kane was out there promoting the idea of “ghosts in the machinery,” which in Toyota’s case has now been specifically cleared.

The real question readers should ask is this: Given his terrible track record—transparent scare tactics, really—why would the media ever deliberately quote Mr. Kane on any automotive issue again?

Neglecting Research

The Toyota case is no different from the Ford Firestone media frenzy of 11 years ago. Not once did any of the national journalists covering this story bring even a semblance of balance to the case.

After all, driving around on underinflated tires for five years or longer (as the NHSTA database on those accidents showed was usually the case) destroys the tires’ outside tread, which in time will cause tread separation. And the journalists didn’t even have to take Firestone’s word on that. They could have gone to Goodyear’s (GT) website, which featured a warning about running tires underinflated, complete with a photo showing how the center tread would in time separate, causing tire failure.

In fact, the only research necessary would have been to go to any tire dealership and ask the managers about the dangers of driving on older, underinflated tires. They would have gotten Goodyear’s (and Firestone’s) warning almost word for word.

So why did the media keep using these so-called safety advocates’ sound bites and videos of rollovers to drive that story—just as they used them in the late ’80s Audi 5000 unintended acceleration case, in the GM side-saddle gas tank circus in the early ’90s, and in the recent Toyota mess?

A Problem with “Experts”

Many of these people being used as experts are often guided purely by financial gain. They craft and sell these stories to the media in pursuit of their own private goals, never wasting a thought for whom or what company their intentional misinformation will damage or how many hard-working people’s incomes they’ll destroy.

Yet once their misrepresentations are discovered and known, how can the media ever trust going back to these same individuals when they were misled so badly on the previous fiasco?

This is not to say there aren’t times when cars are built with defects. There are. Nor is this to say the public doesn’t need some individuals working as watchdogs in the public interest. It does. What it doesn’t need are legal teams building a case in a “trial by media,” whereby they plan to enrich themselves with large jury verdicts.

Firestone admitted that a small number of defective tires had been built at its Decatur (Ill.) factory—but not every Wilderness tire on every Explorer was potentially deadly.

Yes, if a side-impact accident is severe enough, side-saddle gas tanks could explode. And in extremely high speed rear-end collisions, Ford Crown Victorias with full gas tanks could also explode. But that’s the point: Gas tanks rupturing and exploding after extreme collisions are by definition driver error—the other driver’s fault.

Media Outlets Share the Blame

Every year in America tens of thousands of individuals die in automotive accidents, while hundreds of thousands are injured. In my youth I was in more than my fair share. I’m fortunate that no one was ever hurt or killed, because I see now that I caused most of those accidents. Not that they were my fault, per se; they happened because I didn’t anticipate the other drivers’ mistakes and I cut the margin for error far too thin.

Not once did the vehicle I was driving do anything but what it was supposed to do, and it was always under my control. In those cases I failed as a driver. That’s a lesson the media need to learn: Driver error causes the vast majority of accidents. And you don’t have to be drunk to contribute to the accident.

I don’t mean to single out CBS for criticism. Plenty of other media outlets share the blame. For 30 years they have treated us to Jeep, Suzuki, and Isuzu Trooper rollovers, Audi unintended acceleration, side-saddle gas tanks exploding, police cars catching on fire, Firestone tires blowing out, and then the Toyota case. And each time the media took the word of those with a vested financial interest in the outcome—and every time they got burned for doing so.

The first job of a journalist is to ask, “Is this information true?” It’s obvious that when it comes to automobiles, that’s the last question the broadcast media want answered.

Ed Wallace is a recipient of the Gerald R. Loeb Award for business journalism, given by the Anderson School of Business at UCLA, and is a member of the American Historical Assn. He reviews new cars every Friday morning at 7:15 on Fox Four’s Good Day, contributes articles to Businessweek.com, and hosts the top-rated daytime talk show, Wheels, 8:00 to 1:00 Saturdays on 570 KLIF AM. E-mail: wheels570@sbcglobal.net, and read all of Ed’s work at his news site, www.insideautomotive.com.

truck owner.

Honest workhorse capability

• All cab styles and trim levels can be equipped with 5.7L V8 rated at 401 lb-ft peak torque
• Some competitive models don’t offer their top-of-the-line engine in all models
• Maximum payload1 capacity for Regular Cab 4×2 is 2,090 lbs
• Maximum tow2 rating when equipped with 5.7L and factory tow package is 10,400 lbs
• Tundra is first full-size pickup with tow ratings certified under the new SAE J2807 standard
• As of October 2010, all other automakers use their own criteria to determine tow ratings

Sheer toughness

• Tundra’s massive 13.9-inch front disc brakes are among the biggest of any ½-ton pickup
• Tundra’s front brakes have 4-piston calipers; competitive models may offer only 2-caliper
• Tundras equipped with the 5.7L V8 have a 10.5-inch ring gear in the rear differential; most

competitive trucks are under 10 inches

• Anti-corrosion sheet steel used in cargo box construction
• PVC anti-chipping coating applied to rocker panels
• Stainless-steel exhaust system with laser-welded mufflers helps resist corrosion

Advanced safety features

• STAR Safety System features five electronic braking controls working together to help

driver maintain control of the truck and avoid an accident

• Driver and front outboard passenger airbags with Advanced Airbag System3
• Driver and front outboard passenger seat-mounted side airbags and front and rear Roll-

Sensing side Curtain Airbags (RSCA)3

• Driver front outboard passenger knee airbags3
• Also roll-sensing side-curtain airbags that can be triggered in certain situations
• Trailer-sway Control4 (TSC) is standard on all 2011 models
• Tire Pressure Monitoring System5 alerts drivers to critically low tire pressure that can affect fuel economy or possibly lead to a blowout

Exceptional versatility and convenience

• Locking, removable tailgate also features easy-down, easy-up gas-strut assist
• Available Deck Rail system helps secure cargo loads
• Available center console can store computer, hanging files
• Power vertical sliding rear window standard on CrewMax
• All audio systems have auxiliary jacks for personal music players
• Available backup camera6 helps rear visibility and assists in hitching up trailers

Trendsetting special editions

• TRD Sport adds street-smart styling, including 20-inch wheels and monochromatic paint
• TRD Off Road offers a bold, rugged appearance and adds tough suspension upgrades
• TRD Rock Warrior combines color-keyed appearance with off-road capability
• Platinum package adds the ultimate in luxury with JBL sound, wood- and leather-trimmed seats

1Payload is the GVWR minus curb weight and includes weight of occupants, optional equipment and cargo, limited by
weight distribution. Payload is not the Vehicle Capacity Weight as defined by FMVSS 110, which will vary according toinstalled optional equipment.
Calculated with new SAE J2807 method.

2Before towing, confirm your vehicle and trailer are compatible, hooked up and loaded properly and that you have any necessary additional equipment.
Do not exceed any Weight Ratings and follow all instructions in your Owner’s Manual. The maximum you can tow depends on the total weight of any cargo,
occupants and available equipment. Calculated with new SAE J2807 method.

3All the airbag (AB) systems are Supplemental Restraint Systems. All ABs (if installed) are designed to inflate only
under certain conditions and in certain types of severe collisions: frontal and knee ABs typically inflate in frontal collisions; side and side curtain ABs in
side collisions; Roll-Sensing Curtain ABs at a severe tilt degree, roll or lateral Gforce.In all other accidents, the ABs will not inflate.To decrease the risk of injury from an inflating AB, always wear
seatbelts, sit upright in the middle of the seat as far back as possible and do not lean against the door.
Do not putobjects in front of an AB or around the seatback. Do not use a rearward-facing child seat in any front passenger seat.
The force of an inflating AB may cause serious injury or death. See your Owner’s Manual for further information/warnings.

4Trailer-Sway Control (TSC) is an electronic system designed to help the driver maintain vehicle control under adverse
conditions. It is not a substitute for safe driving practices. Factors including speed, road conditions and driver steeringinput can all affect whether TSC will be effective in preventing a loss of control.
Please see your Owner’s Manual for further details.

5The Toyota Tire Pressure Monitor alerts the driver when tire pressure is critically low. For optimal tire wear and
performance, tire pressure should be checked regularly with a gauge; do not rely solely on the monitor system. Seeyour Owner’s Manual for details.

6The backup camera does not provide a comprehensive view of the rear area of the vehicle. You should also look
around outside your vehicle and use your mirrors to confirm rearward clearance. Cold weather will limit effectivenessand view may become cloudy.

A-TRAC is the 4-wheel-drive counterpart to Auto LSD

• Active Traction Control or A-TRAC is the next level of traction control for 4WD trucks
• Traction Control (TRAC) is the default (or normal driving situation) setting for Tundra and Tacoma
• When TRAC detects wheelspin, it may reduce engine power while applying the brake to the spinning wheel
• By slowing down the spinning wheel, TRAC transfers power across the axle to the wheel with greater traction
• TRAC can also transfer power to the opposite axle if 4-wheel-drive is engaged
• TRAC is very effective in most slippery surface conditions such as ice or gravel because it doesn’t allow any wheelspin
• That helps give the driver more confidence in the majority of slippery situations
  

A-TRAC gives the driver more power

• In certain situations such as deep sand or heavy snow, drivers may need a little wheelspin
• More engine power may help them “dig” out of a stuck situation
• Or help the driver maintain momentum up a slippery dirt hill while off-roading¹
• If operating in 2-wheel-drive, drivers can engage Auto LSD using the VSC-Off switch
• Auto LSD spreads power across the rear axle to the wheel with the best traction while allowing a little wheelspin and providing more engine power
• While operating in 4-wheel-drive, A-TRAC is also engaged by pushing the VSC-Off switch
• A-TRAC provides the same benefits as having Auto LSD on both axles
• Torque is directed to the wheels with the greatest traction
• And there’s more engine power to negotiate muddy, snowy, rocky or sanding conditions
• A-TRAC disengages when the VSC-Off switch is pushed again or the engine is turned off

Benefits of A-TRAC

• Available when the driver needs it
• More precise and reacts quicker than a mechanical limited-slip differential
• Doesn’t have the noise or clunky ride sometimes associated with a mechanical LSD

Toyota Fast Facts is an update on Toyota and industry news.  Please feel free to share this information with family and friends.  For more news, visit www.toyotanewsroom.com.

1.     Toyota Retains Retail Sales Crown; Lexus Sales Increase in October

Toyota Motor Sales (TMS) today reported October sales of 145,474 vehicles, a decrease of 0.9 percent from the same period last year on a daily selling basis (DSR).  On a raw volume basis, unadjusted for the 27 selling days in October 2010 compared to the 28 days in October 2009, TMS sales were down 4.4 percent from last October. However, year-to-date, TMS sales were up 1.4 percent on a DSR basis.

Toyota Division Group Vice President and General Manager Bob Carter said that Toyota remained the industry’s retail sales champ, selling more new cars and trucks to individual consumers than any other brand.  In addition, Camry retained its position as the No. 1 selling passenger car again, he said, and the new Highlander and Scion tC models were off to strong starts, up 50 and 112 percent, respectively, for the month.

Carter also pointed out that October marked the first time in many months that sales growth was faster on the retail side than the fleet side, and that truck sales topped 52 percent of the industry total, the highest level in a long time.  He said both indicators point to stability in the retail market and that is a good sign for the industry.

Lexus Group Vice President and General Manager Mark Templin noted that Lexus sales were not only up, but half of all new vehicle sales were to customers new to the brand. For October, the Lexus Division posted sales of 21,091 vehicles, up 12.2 percent over the same month last year.

Sales of light trucks, which include pickups, minivans and SUVs, were up in both divisions, compared to last October, with Toyota up 22.0 percent and Lexus up 17.6 percent.

To read the press release, please click on
http://pressroom.toyota.com/pr/tms/toyota-reports-october-sales-177918.aspx

To view the sales chart, please click on
http://pressroom.toyota.com/pr/tms/document/October_PR_Sales_Chart.pdf

2.  Toyota, Honda Vehicles Earn 6 of Top 10 Federal Fuel-Economy Slots for 2011

Toyota and Honda captured six of the U.S. government’s top 10 fuel-economy ratings for 2011, the Environmental Protection Agency and Energy Department announced today.
Toyota Prius had the top rating at 51 mpg city/48 mpg highway.  Ford, the only Detroit-based automaker to have a vehicle in the top 10, placed second with the Fusion, Mercury Milan and Lincoln MKZ hybrids. Honda placed third with the Civic and Insight hybrids and fourth with the CR-Z hybrid.

To view the EPA chart, please click on
http://www.epa.gov/fueleconomy/overall-high.htm

Feature:  All Toyota engines feature a bracket-less accessory drive mounting system.

Advantage / Function: Engine accessories such as the alternator and air conditioning compressor are mounted directly to the engine block reducing the number of parts to wear and the complexity resulting in improved durability.

Technical Information In general practice the alternator, A/C compressor, and power steering pumps are secured to the engine block via bolt-on brackets.  This allows designers flexibility in accessory placement and engine compartment space utilization. On Toyota engine blocks however the brackets are cast as part of the block.  Making the accessory brackets part of the engine block eliminates the chances of a bracket coming loose over time.  The design results in a more compact engine overall enhancing serviceability and under hood space utilization.  Reducing the number of added bolts and parts safes weight leading to improved mileage and handling.

Customer Benefit:  Toyota owners benefit from increased durability, economy, and performance.

Customers seeking the accommodation of a 4-door full-size truck but without top-of-the-line luxury appointments will compare prices and features very closely. Match a base Tundra CrewMax side-by-side with a similar Ford F-150 SuperCrew, and the Tundra sends a very clear value message. The Tundra has more standard equipment, more powerful engine, advanced transmission and more performance for nearly the same MSRP.

Base price
• $30,220: 2011MY Toyota Tundra CrewMax Tundra Grade 4×2 4.6L V8 (includes destination)
• $30,030: 2010MY Ford F-150 SuperCrew XL 4×2 4.6L V8 (includes destination)
  

Tundra’s powertrain has the clear advantage over 2010 F-150

• Standard Tundra engine is 4.6-liter V8 DOHC with 4-valves per cylinder
• Standard F-150 engine is 4.6-liter V8 SOHC with 2-valves per cylinder
• Toyota: 310 horsepower, 327 lb-ft torque; Ford: 248 horsepower, 294 lb-ft torque
• Tundra has 62 more horsepower and 33 lb-ft more torque than Ford
• 6-speed automatic transmission is standard on Tundra; F-150 has 4-speed
• Tundra has a better EPA highway fuel economy rating: 20 mpg vs. 19 mpg for Ford
• That could give Tundra customers a longer cruising range on the highway
• Tundra turning circle is 44 feet compared to 47 feet for Ford
• That means Tundra is easier to maneuver in parking lots, boat ramps

Base Tundra CrewMax 4.6L V8 tows much higher loads than base 2010 F-150 SuperCrew 4.6L V8

• Tundra can be equipped to tow 8,100 pounds1 with factory tow package2
• Best rating for Ford F-150 SuperCrew XL 4×2 and 4.6L 2V engine is 5,700 pounds with tow package and optional 3.73:1 rear axle ratio

When it comes to the basics, Toyota gives the customer more content than 2010 Ford

• Tundra has standard cruise control; available on F-150
• Tundra provides dual-zone climate control as standard; Ford is single-zone only
• Tundra comes with chrome bumpers; Ford doesn’t
• Tundra offers more front and rear legroom and more front shoulder room and hip room
• Tundra comes with power vertical sliding rear window; not offered F-150 XL
• Tundra comes with CD player as standard; optional on F-150
• Tundra’s audio system has auxiliary jack for personal music players; Ford doesn’t
• Tundra comes with 18-inch wheels; Ford has standard 17-inch wheels

Base Tundra offers more popular upgrades

• Bucket seats available on Tundra; not available on F-150
• JBL premium audio and navigation available on Tundra; not available on F-150

1 Per new SAE J2807 industry towing standards
2 Before towing, confirm your vehicle and trailer are compatible hooked up properly and you have any necessary additional equipment. If gross trailer weight is above 5,000 lbs (2,268 kg), it is necessary to use a weight distributing hitch with sufficient capacity. Do not exceed any Weight Ratings and follow all instructions and cautions from your trailer-hitch manufacturer and vehicle Owner’s Manual. The maximum amount you can tow depends on the total weight of any cargo, occupants and available equipment.

During this program, the TFS Loyalty Services Group at our Central CSC will:

• Contact those Toyota customers having a scheduled TFS lease maturity or an active lease extension during February, March, April, May, June or July, 2010
• Offer a $500 Loyalty Certificate* to be used toward a new Toyota as a down payment (retail) or amount due at lease signing (lease) when financed/leased through TFS
• Generate Sales Leads from these conversations and deliver them to the originating Toyota dealer through Dealer Daily. Sales leads will contain the Certificate #

Only customers with a TFS lease maturing in February, March, April, May, June, or July, 2010, or an active lease extension in February, March, April, May, June, or July, 2010, are eligible for this offer. No exceptions.

TFS customers whose leases mature in February, March, April, May, June or July, 2010 that have not yet been contacted should be encouraged to contact TFS Loyalty Services at 800-286-0652 to request a $500 Toyota Loyalty Certificate.

Loyalty Certificates will be valid for 90 days from the date of customer contact as indicated by the expiration date on the certificate.
The Loyalty Certificate may be combined with all Standard or Special APR/Lease Programs
Should you have any questions regarding this program, please feel free to contact our office.
TOYOTA FINANCIAL SERVICES
* Certain restrictions apply. Please refer to Program Guidelines for additional details.

The Toyota Tacoma is already rugged, but will soon include an extra dose of tough. Toyota Motor
Manufacturing of Texas is rolling up their sleeves to push the first ever Texas-built Toyota Tacoma off the line,
and we think the occasion is cause for celebration!

Texas Governor Rick Perry and Toyota are proud to declare August 6, 2010 “Tacoma Day!” Tacoma Day
will celebrate the first ever Texas-built, Texas-tough Toyota Tacoma coming off the assembly line in San
Antonio. Bringing the Tacoma to Texas has resulted in 1,000 additional jobs and $100 million invested in
the San Antonio community and has had a positive impact on the economy statewide. Combined with the
production of the Toyota Tundra, the Toyota Motor Manufacturing of Texas (TMMTX) plant will have the ability
to produce up to 200,000 trucks each year.

The Toyota Trucks Texas Facebook page will be joining the celebration by posting Toyota Tacoma trivia,
technical specs, and exclusive event information, as well as photos and video from launch ceremonies
leading up to and on August 6th. Don’t miss a single update; visit www.facebook.com/ToyotaTrucksTexas
and www.twitter.com/ToyotaTrucksTX today.

Watch this short video to see the details.