Toyota throttle fix currently underway; recalled models available for sale again

Prius brake problem making headline news

New incentives will likely cover all models; advertised w/ corporate message

Message intended to re-instill trust in brand

Analysts expect Toyota to offer buyers goodwill incentives to rebuild relationships

Anticipate Prius values will fall only slightly in short term

Transaction prices of the Toyota recall models might be affected even less

Toyota purchase intent currently holding steady at about 11.8% of new car shoppers

Affected Toyota trade-ins have taken as much as 10% hit in value

"As Toyota's image slides under a shadow, a shopper might get a great deal on a new car. When foot traffic on dealership lots is down, the prices also go down. In negotiations, one can create leverage to get a lower price by expressing concern over the safety issue in the recall." -- Philip Reed, Senior Consumer Advice Editor, Edmunds.com

"It's counterintuitive, but one of the unintended consequences of the production stoppage is that there is a significant reduction of supply, and we have only seen about a 15 percent reduction in purchase intent for new Toyotas." -- Jeremy Anwyl, CEO, Edmunds.com

"Forecasts of residual values are unaffected at this time - remaining higher than most Toyota competitors. We anticipate that any backlash will be short-lived." -- Joe Spina, analyst, Edmunds.com