Toyota Motor North America is recalling 161,268 vehicles sold in the United States for a defect that can cause the rear-view camera display to fail when the vehicle is shifted into reverse, according to a notification filed with the National Highway Traffic Safety Administration. The recall covers multiple models produced between 2022 and 2025; affected VINs span assembly plants in Kentucky and Alabama. Toyota estimates remediation costs of approximately $45 per vehicle for software reprogramming or display module replacement, with work beginning in mid-March. While recalls historically represent less than 0.5% of the company’s annual warranty reserve, investors will monitor potential impacts on customer loyalty and service center capacity over the coming quarters.

At Super Bowl LX, Toyota is spotlighting its ‘All In. All Season.’ campaign through multiple activations designed to bolster brand engagement and community investment. The company is supporting over 300,000 NFL FLAG players via dealer-sponsored leagues and will host a glow-in-the-dark ‘Glow Up Classic’ featuring top female high school athletes under UV lights, with on-field appearances by Brock Purdy, Puka Nacua and others. Toyota will donate to the 49ers Foundation to fund permanent lighting at Townsend Buscher Field in Santa Clara, extending the campaign’s legacy. Additional initiatives include a four-episode content series ‘Our Turn’ highlighting Black women in sports media, a Super Bowl Experience booth with interactive displays of the new RAV4 and bZ lineup, and a ‘Touchdown Drive’ slot car attraction. These efforts underscore Toyota’s strategic shift toward experiential marketing as it maintains its North American workforce of nearly 64,000 employees and prepares its North Carolina plant—opened in 2025—to scale battery assembly for electrified vehicles.