Not too long ago, Toyota had to recall about 8.5 million vehicles due to sticking gas pedals, software glitches, faulty floor mats and other defects. What was considered one of the worst things that could possibly happen to drivers while on the road had become a reality with new Toyota models including the new Prius in Chicago. Consequently, the car company’s reputation was severely damaged, causing sales to plunder. This unfortunate series of events tested Toyota’s true strength and their power to bounce back from the incident. According to the recent rise in Toyota’s quarterly sales, I’d say they have successfully recovered.

Sales consultants at the Highlander dealer in Chicago are very excited to see more customer traffic in their dealership showrooms and lots, as the car company reported a $1.2 billion profit for the first quarter of 2010. Autoblog states that “this profit comes despite the fact that Toyota reports expenditures related to the recall mess at a little over a billion dollars and surely took a monetary hit compared to previous years.” Officials at Toyota remain optimistic about future sales, forecasting even better quarterly results for the fiscal year through March 2011 – specifically a full-year profit increase of 48% to $3.3 billion. The car company appreciates customer loyalty of Chicago new Prius owners, and looks forward to making new Toyota owners out of current shoppers.

Critics and analysts feel the success in sales is due to incentives the company offered to reel customers back into Toyota dealerships, including the Chicago Highlander dealer. Such incentives include zero percent financing, subsidized leases, and free maintenance for two years. Shoppers have not hesitated to take advantage of these offers, and in an economy where times are difficult for both consumers and the U.S. auto industry, customers need all the financial help they can get. However, analysts at Automotive News feel that the car company will have to come up with new deals, incentives, and other strategies to keep grabbing the attention of consumers. Although Toyota officials feel that sales will continue to increase, I’m wondering where all this confidence is coming from. What strategies does the company plan to use to keep sales rising? Will their foreseen success come true? Many of us will have to just wait and see how things turn out. In the meantime, consumers are encouraged to visit their local Toyota dealer to see what models they offer in their inventory, and what offers they can take advantage of.