Car buyers who for decades have bought Toyotas for quality and reliability might never think of the brand in quite the same way.

The automaker made the unprecedented decision this week to halt sales and production of some of its top-selling models after finding possible accelerator pedal defects and after announcing a recall for 2.3 million vehicles last week. It also expanded a separate recall related to floor mats late Wednesday. Those actions are expected to rattle consumer confidence in the short term and possibly longer, auto analysts said.

"This shakes Toyota where it lives," said John Wolkonowicz, a senior auto analyst with IHS Global Research in Lexington, Mass. "People buy Toyotas with the rational side of their brain, not the emotional side. They have good resale value and are good quality, but are not the best-looking or the most fun to drive or the best performers. This kicks the foundation out."

Whether Toyota can salvage its image amid slumping auto industry sales depends on how quickly the company can fix its vehicles and how it responds to customers and dealers.

While some industry observers say Toyota's bold actions could serve to assure consumers, the recalls will likely have broad ramifications from salesrooms to factories.

The automaker said Tuesday that it would suspend sales of eight models, including the Camry, Corolla and RAV4, over several years from 2005 to 2010, depending on model. The company also said it expects to stop production of the vehicles at five plants in the U.S. and Canada. The sales freeze, Toyota's largest in more than five decades, is the latest setback for the company.

It recalled 4.3 million vehicles late last year - and another 1 million Wednesday - because floor mats could cause gas pedals to stick and suddenly accelerate. Last week the company said it would recall millions of vehicles to correct sticking accelerator pedals, but the company has not offered details about the cause of the problem or plans for making repairs.

Toyota is telling customers that the problem with the accelerator pedal is rare and that the company is working on a remedy and plans to send out owner notifications. Brian Lyons, a Toyota spokesman, said the company is "close to deciding" on a remedy.

Justin Newman, a Northwest Baltimore resident, drives a 2008 Toyota Avalon that was part of the earlier recall. Despite the problems, Newman said he has no regrets about his purchase. He said he spent six months researching the Avalon, loves his car and would consider purchasing another Toyota.

"I don't see a single safety issue as a necessary indicator of a corporate trend," Newman said.

But, Newman said, "there was clearly a catastrophic failure of their quality-control process with regard to their accelerator pedals." The latest news, he said, may prompt him to finally address the potentially dangerous driver-side floor mat, which he left in his car even after receiving instructions last fall to remove it immediately.

He also had opted not to take the car to the dealer to have the gas pedal shaved down, instead waiting for a final solution to avoid multiple trips to the dealer. He talked about it with his wife at the time, and they decided he could put the car in neutral if the accelerator stuck.

"Now, I guess I'm a little bit more interested in it," he said. "I'll probably go out tonight and pull the mat from the floor."

Peter Kitzmiller, president of the Maryland Automobile Dealers Association, said dealers will need to set aside those models covered in the recall and set up a process for handling the repairs that will ultimately be covered under warranty.

"It's a big deal," Kitzmiller said. "It affects eight models, and Toyota is the No. 1 selling brand in Maryland, so that's a lot of vehicles. It's going to create a lot of issues for them and for their dealers, but it's the right thing to do."

One Maryland dealer, who has Toyota locations in Gaithersburg and Chambersburg, Pa., said he does not expect sales to suffer in the long term because of Toyota's quick response.

"It will mean some turmoil for a couple of days while they decide what they want to do," said Jack Fitzgerald of Fitzgerald Auto Mall. "I think it's great Toyota is willing to go to this expense so they can demonstrate what the problem is. I don't mind a few days of lost sales to assure our customers that our cars are all right."

Another Toyota owner, Terrye Muratore, said she was happy that Toyota had taken proactive steps. She drives a 2002 RAV4 that was not affected.

"It shows that they're a responsible company," Muratore said.

Philip Reed, senior consumer advice editor for Edmunds.com, compared Toyota's recalls to the Ford Explorer rollover problems. Although in the Ford situation, he said, drivers contributed to the problem by not inflating tires enough.

"We've never really seen a large number of models simultaneously being taken off the market," Reed said. "We're talking about vehicles which are the bread and butter of Toyota."

Reed said Toyota's actions "will have a huge economic impact on factory workers" where the company has suspended production and also impact sales staff at dealerships.

David Cole, chair of the Center for Automotive Research in Ann Arbor, Mich., said Toyota's troubles could lead to a shift in consumer perceptions about the quality of domestic autos, which could be a plus for American manufacturers.

"Now, the quality difference is very small, but the perception is the Japanese have superior quality," Cole said. "This can accelerate the perception that American cars have good quality."

While baby boomers who have been loyal customers for years are more likely to stick with Toyota, the problems also could hamper Toyota's efforts to win over younger customers, Wolkonowicz said.

"If you don't win them over, you'll turn into Oldsmobile," Wolkonowicz said, adding that the average age of a Toyota buyer is "getting up there."

Jake Fisher, senior automotive engineer for Consumer Reports magazine, said National Highway Transportation Safety Administration records show that sudden acceleration is a very rare occurrence but that it has happened in other manufacturers' cars, too. And older vehicles have a higher probability of sticking parts, he said.

"Our advice is you can still drive your Toyota," Fisher said. "They're still very reliable vehicles overall."

However, experts said all motorists should learn how to react if their car starts accelerating out of control.

Fisher said that drivers should switch into neutral to disengage the engine from the drive wheels. Next, he said to put a foot on the brake pedal and hold it down - don't pump it. Finally, he said to glide to a stop at the side of the road and call a tow truck.

"If you don't know what you're doing, it's very easy to make a mistake," he said.

Concerns with Toyotas began with floor mats but expanded to the defective accelerator, which either stays stuck at the same speed or returns abnormally slow. Reed pointed out that problems with car mats can occur in other makes as well, but that certain Toyota and Lexus vehicles are more susceptible.

"This is really for car owners of all types," Reed, of Edmunds.com, said about the floor mats. "Be aware this can cause a deadly situation in possibly any car."

Acknowledging that it's not practical for people to stop driving their cars, he said Toyota drivers should call their dealers to find out if they are affected by the recalls and should get acquainted with the emergency procedures.

If the accelerator is stuck, drivers could also try to move their floor mats or hook their foot under the pedal to raise it up, he said. Should those options fail, he also recommended putting the car in neutral and gliding to the shoulder, warning that the car's engine will make a frightening roar.

"It's really good for people to think through that idea," Reed said. "You can always go to neutral. You can stop safely."

Anyone considering buying a Toyota should postpone that decision until the situation has been resolved, or should consider an alternate brand, Reed said. People should also inspect their floor mats and secure them to anchor points if they are present. Mats should not be placed on top of other mats - and when in doubt, they can always be tossed in the trunk.

"In the trunk, they're never going to hurt you," Reed said.

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