Toyota Motor Corp. is set to recall 270,000 Prius hybrids, because of problems with their brakes.
It comes after weeks of worry over gas pedals that were getting stuck in other Toyota models. That has led to the recall of millions of vehicles, and anxious customers.
"Trouble with the Prius means real trouble for the Toyota brand," said Ryoichi Shinozaki, a crisis management expert at Kyodo Public Relations Co.
"It is a symbol of its commitment to ecology. It lies at the heart of Toyota's new successful business that was defined differently from its past success," he said.
Toyota's president Akio Toyoda said the company was still deciding what to do to fix the braking problems. He apologized for the automaker's recalls and promised to increase quality control by setting up a committee he would oversee himself.
Nearly 200 complaints from Japan and the U.S. have been reported over Prius brake problems.