Toyota's teflon image shows cracks

Toyota’s surprising $7.7 billion fourth-quarter loss isn’t the company’s only headache. Its image has taken a hit, too. The Reputation Institute, which ranks the corporate image of the 600 largest companies in the world, put Toyota at 59th this year. The company was tops last year. Even worse, Toyota ranked behind Honda among carmakers this year. The chief reason, says Anthony Johndrow, managing partner of the Reputation Institute, was the company’s slipping financial results. Toyota lost money for all of fiscal 2009, which just ended on March 31. Honda made money for the year, so the company is gaining clout.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.