Carter said the theme of safety for Toyota will be a long-term advertisement campaign for the brand until the customer’s perception of the brand change and become trustworthy again. "If you look at various attributes of cars -- performance, handling, value -- those are set like a volume knob [on a stereo] by consumers," Mr. Carter said in an interview. "But safety, that's a light switch. Either you have it or you don't (Retchin, 2010)."
