Toyota Trucks Top J.D. Power Dependability Study

In the latest study by J.D. Power and Associates on vehicle dependability, 2008 Toyota pickup trucks top both the Large Truck and Midsize Pickup category.

The study measures problems experienced during the past 12 months by original owners of a three year old vehicle. It includes 202 different problem symptoms across all areas of the vehicle. According to J.D. Power, overall dependability is determined by the level of problems experienced per 100 vehicles (PP 100,) with a lower score reflecting a higher quality.

The Vehicle Dependability Study is used extensively by automotive manufacturers worldwide to help design and build better vehicles which in turn translates to higher resale values and higher customer loyalty. It also helps consumers make informed choices for both new and used vehicle purchases.

“Automakers, as a whole, have made significant improvements in reducing traditional problems, particularly with vehicle interiors; engines and transmissions; and steering and braking during the past several years,” said David Sargent, vice president of global vehicle research at J.D. Power and Associates. “However, as manufacturers add new features and technologies to satisfy customer demand and new legislation, they face the potential for introducing new problems.”

According to Sargent, as newer technologies become more widespread, enhancing the dependability of these features has become an important point of differentiation among automakers.

Toyota Motor Corporation continues to perform well in long-term dependability and garners seven segment awards—more than any other automaker in 2011. In the Midsize Pickup category, the 2008 Toyota Tacoma was ranked most reliable, followed by the Honda Ridgeline. No other models in this segment performed above the segment average. In the Large Truck category, the 2008 Toyota Tundra was the award recipient while the Dodge Ram 1500 and Ford F-150 both receive honorable mentions.

The Prius goes Plural

As Toyota adds members to its Prius family, it was time to settle the decade long debate among Prius owners about the correct plural name for Prius. So to answer that question, Toyota launched a grammatically focused marketing campaign that stirred quite a buzz in the social media scene.

The Prius Goes Plural voting campaign launched on January 10th at the North American International Auto Show in Detroit, coinciding with the world premiere of the Toyota Prius family of vehicles, and it challenged the public to help Toyota determine the plural nomenclature of “Prius.”


Toyota unveiled the winning word at the Chicago Auto Show. And with 25% of the votes, “Prii” (pronounced PREE-i) became the accepted term that is not only endorsed by the public who chose it but also recognized by Toyota. To make it official, has updated its entry for the word “Prius” to reflect this result.
After more than 1.8 million votes that were cast during the course of the six-week campaign, Prii beat out its four competitors: Prius, Priuses, Prium, and Prien. Prius came in a close second with 24% of the votes. A video recap of the campaign and winning word celebration can be viewed at

“Community has always been a big part of the Prius brand, so it was only fitting that we invite the online communities to participate in the plural discussion,” said Colin Morisako, advertising manager for Toyota. “The people have spoken—Prii will be the accepted term used to describe multiple Prius vehicles going forward.”

Online voting modules enabled the public to vote for their preferred plural of Prius as well as view real-time polling data. The campaign also featured an animated video, print ads, and a web series hosted by Jamie Lipton, host of ‘Inside the Actors Studio’ and author of ‘An Exaltation of Larks.’

To further increase acceptance of the Prius brand, Toyota is offering a wider selection of vehicles that each maintain Prius core values of high fuel economy, low emissions, proven gas-electric hybrid technology, and environmental stewardship.
The Prius has also been a technological flagship vehicle, offering new features to the Toyota brand like the world’s first beltless engine, plant-derived, carbon neutral plastics, a Touch Tracer Display, an Advanced Pre-Collision System and Intelligent Parking Assist, as well as Toyota’s first use of a moon roof with solar panels that power a smart air conditioning system.
For more information on the Toyota Prius family of vehicles, visit