Toyota Motor Corp. president Akio Toyoda told auto dealers this week at the annual dealer meeting that the company’s reputation will rise again.

The Detroit News reports that Toyoda, the founder’s grandson, ”pledged to bring out more fun-to-drive, high quality, and fuel-efficient vehicles at competitive prices.”

After a 9 million-plus vehicle recall and falling market share, it can’t be a bad idea. The company ranks third behind General Motors Co. and Ford Motor Co. this year, down from second place, the News says. Still, it quotes executives as alleging that the “customer loyalty rate is recovering.”

In January, PRNewser looked at Toyota’s handling of the recall situation and its communication strategy. And in February, Toyota told dealers not take PR into their own hands.