Attempting to rebuild its image after a horrific two-year stretch, Toyota has announced the creation of a new safety research center in Ann Arbor, Mich.
As the Detroit Free Press reports, Toyota, the world’s largest car manufacturer, says that the research center will focus on ways to further protect minors and elders, who together account for 30 percent of U.S. traffic fatalities. It will also examine ways to alleviate distracted driving, a major cause of automobile accidents.
The announcement follows a wave of safety recalls of more than 11 million Toyota cars and trucks since the fall of 2009, which shredded Toyota’s reputation for safety and reliability. Last year, Toyota paid almost $50 million in fines to the National Highway Traffic Safety Administration for failing to give prompt notice of safety defects.
The most serious issue was unintended acceleration of Toyota vehicles, which reportedly caused hundreds of accidents and scores of deaths in recent years.
“Our president made a commitment to Congress to take a leadership role in automotive safety and this is an effort to live up to that commitment,” said Toyota official Bruce Brownlee, referring to last year’s Congressional testimony by Toyota President Akio Toyoda.
The company has earmarked $50 million to fund the new center, which will be called the Collaborative Safety Research Center.
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