joining us to answer that question is kunur patel, brand strategist at percolate. so kunur, no injuries or deaths with these defects in the cars, but it does make you wonder that will consumers sit back and rethink the reliability of buying a toyota? what do you think? >> well, toyota is a brand that clearly benefits from high loyalty among out base. so think of that person in your life who owns a toyota, you know, over time we've seen that those people tend to go back to toyota. so toyota doesn't really have to worry about its loyal base. those people love their cars and probably will go back. where this recall could hurt, however, is with those new customers who may have bought a different brand of car in the past and maybe considering toyota for the first time. it is important to remember that -- i was just going to say, do you think then toyota needs to take some steps now to get out front to protect its brand? maybe an ad campaign, you know, as a brand strategist what do you think? >> definitely. i think that toyota already has shown it's extremely pro-active i