There is a possibility that Toyota could cancel almost 8 million cars from US market. As US market is Toyota's biggest market, this could have long-term consequences for world's leading car brand not only for this Japanese giant, but for whole car industry.
There are few possibilities to resolve this problem with driver-side floor mat which could jam acceleration pad and cause unexpected acceleration.
1. Relatively quick solution
US Government approves Toyota's "cure": sending part that could resolve problem with acceleration pad while CTS Corp., company which produces pads, quickly deliver redesigned pad. This could be only a week of discontinuance of production for 8 models of Toyota.
Even then, Toyota could loose up to 230 million $ in US only for replacement parts which not includes other emerging cost.
2. Case prolongation
Toyota is fighting for their "cure" approval, but this is starting to be media and political spectacle. Congress has already send request for documents and hearing is in February.
In meantime, Toyota is stopping sale and production for 8 models which makes 50% of market in USA in 2009. This causes customers looses trust and search for other brands like Honda, Hyundai and Ford.
3. Case is quickly resolved, but damage is done
Solution is found to resolve problem quickly, but there is damage for Toyota's Brand image. New buyers starting to avoid Toyota vehicles which brings to profit loss because US market is biggest market for Toyota in selling and profit sense.
Toyota planned to sell 2 million cars in USA this year, which means 27% of global selling, but that was before this scandal
