Kelley Blue Book Says Toyota’s Residual Values Remain Strong

Despite the recalls, Toyota’s residual values remained strong in 2010, Kelley Blue Book concludes in a report released today. Entitled “Toyota: One Year Later,” the study notes that other factors – such as the economy, product cycles and gas prices – impacted the company more than the recalls. 
  
The recalls did influence the opinions of new-car shoppers, and overall purchase consideration was down, along with market share. However, Kelley Blue Book says Toyota has taken action “to repair its image and return as robust as ever.” 

“Overall, Toyota’s values navigated the gauntlet of the recall well, with little lasting effects on its residual values,” the study concludes. 

Key findings include: 

• Recalls had little impact on Toyota’s used-car values, which generally performed in line with the rest of the used-car market. 
• Camry outperformed the mid-size segment, dropping 0.3 percent versus an overall segment drop of 2.1 percent. 
• Overall, the Toyota brand experienced only a minor 0.3 drop, enabling Toyota to maintain its second-place brand residual standing behind top brand Subaru for the 2011 model year. 

Read the full report here.