ota ▁in ▁early ▁ 2 0 1 0 , ▁along ▁with ▁a ▁Swift ▁Market ▁Analysis ▁Response ▁Team ▁(" S MA RT ") ▁in ▁the ▁U . S . ▁to ▁conduct ▁on - site ▁vehicle ▁ins pe ctions , ▁expanded ▁Event ▁Data ▁Rec order ▁usage ▁and ▁readers , ▁third - party ▁quality ▁consult ation , ▁and ▁increased ▁driver ▁safety ▁education ▁initi atives . ▁Indust ry ▁anal yst s ▁noted ▁that ▁the ▁recall ▁response ▁was ▁a ▁challenge ▁for ▁The ▁Toy ota ▁Way ▁manufact uring ▁philosophy , ▁because ▁the ▁re called ▁parts ▁were ▁not ▁due ▁to ▁factory ▁errors ▁or ▁quality ▁control ▁problems , ▁but ▁rather ▁to ▁design ▁issues ▁leading ▁to ▁consumer ▁compla ints . ▁As ▁a ▁result , ▁better ▁communication ▁of ▁consumer ▁issues ▁with ▁management ▁was ▁needed , ▁and ▁so ▁the ▁global ▁quality ▁committee ▁aim ed ▁to ▁be ▁more ▁respons ive ▁to ▁consumer ▁concerns . ▁ ▁Compet itor ▁re actions ▁One ▁day ▁after ▁Toy ota ' s ▁announced ▁sales ▁susp ension ▁General ▁Mot ors ▁began ▁offering ▁a ▁ ▁c ash ▁reb ate ▁target ed ▁toward ▁Toy ota ▁own ers . ▁By ▁February ▁ 1 , ▁ 2 0 1 0 ▁Ford , ▁Ch rys ler , ▁and ▁Hy und ai ▁were ▁offering ▁similar ▁in cent ives . ▁ ▁Release ▁of ▁Toy ota ▁driver ▁ja iled ▁for ▁fatal ▁crash ▁In ▁February ▁ 2 0 1 0 , ▁a ▁motion ▁for ▁ret rial ▁was ▁submitted ▁on ▁beh alf ▁of ▁a ▁Minnesota ▁man , ▁K ou a ▁F ong ▁Lee , ▁who , ▁in ▁ 2 0 0 8