Is Toyota Powerless To Halt The Hyundai /Kia Advance In Europe?

Toyota is on the retreat in Europe as well as America, as its reputation for writing the book on quality was trashed by the recall debacle.

But the noise surrounding the global recall of 9.4 million Toyotas and upmarket Lexus vehicles has drowned out a deeper and wider malaise which started way before the unintended acceleration crisis hit last year, and which also involves most Japanese companies operating in Europe. Their market share has been declining for some time and the South Koreans are taking it.

Hyundai and its sister company Kia of Korea are using the old Japanese play book against the originators of the master plan. First, grab the public's attention with rugged and affordable vehicles.