It would be easy to think Toyota's biggest problem is its damaged reputation caused by sudden acceleration recalls, millions in government fines and massive lawsuits and settlements. But what's hurting the company most is an aging lineup of boring cars.
Over the past decade, Toyota and its US dealers had it easy.
Cutting-edge design wasn't required because the cars sold themselves on reputation. Everyone knew Toyotas held their value, were safe and got drivers from point A to point B with little drama.
Then came the recalls, which called all of that into question.
Ending 2010 on a low note, Camry sales fell 10 percent in December from a year earlier. Corolla sales plunged 35 percent.
Unless things turn around quickly, Camry is in danger of losing its 10-year crown as the top-selling car in the US this year to the Honda Accord.
Image: A 2009 Toyota Corolla. Over 30 million of these cars have been sold around the world.