Not worried a bit.
Couple of points:
First, when you're on top, people love to try and knock you down. Right now a lot of the domestic-lovers have been indulging in Toyota Schadenfruede and relishing every bad report. But when all is said and done, this is going to turn out to be a blip, a bump in the road.
Second, remember that the domestics didn't destroy their reputations and their market share with
one bad vehicle or
one bad batch of vehicles. They did it incrementally over decades with poorly designed, poorly built products, sleazy dealerships that went out of their way to deny legitimate warranty claims, and a general attitude that they "owned" a share of the market and therefore didn't have any responsibility to the customers that buy their products.
If anything, Toyota's pro-active recall stance is the exact
opposite of the domestic approach to similar problems which is: deny, delay, obfuscate, and when all else fails, start waving the American flag.
Third, one reason Americans got so hostile towards the big 3 is because for years people bought American vehicles for emotional reasons. They say you can't really hate someone unless you once loved them, and I think this was the attitude of many former buyers of domestic vehicles.
After all, why do people buy a Chevy? Or a Dodge? Or a Ford? Well, people buy a Chevy because everyone
knows Fords are junk. And people buy a Ford because their daddy bought Fords, and
his daddy bought Fords and
his daddy bought Fords. People buy Dodges because they make the hottest muscle cars, and besides, Chevy and Ford suck, right?
On the other hand, why does a person buy a Honda? Why does a person buy a Subaru or a Toyota? They buy them because the vehicles are reliable, comfortable, and well made - IOW, completely logical, left-brain reasons. People may love their Toyotas (I've loved all of mine) but it's not the same kind of burning, first-teenage-love affection that people feel towards the domestic brands.
But when that love turned to anger and then hate, it manifested itself in millions of former domestic buyers turning their backs on the domestic producers for good. And even the old patriotic, flag-waving, "buy American" pitch didn't carry much weight after all of the "import" brands started building North American market cars here in North America.
So ultimately I don't think this is going to damage Toyota's rep in the US. Actually, I think Toyotas have become somewhat overvalued in the market (try comparing the price for a 1997 4runner and a 1997 Trooper or Montero - vehicles that are nearly equal in capability, build quality and reputation, and you'll see what I mean.) So in a way this could benefit Toyota by making them more affordable in the long run.
And as to who will benefit from Toyota's fall from grace, it sure as hell won't be the domestics. Most likely it will be the likes of Honda and Subaru, and also the "lesser" import brands like Nissan and the up-and-coming Korean brands like Kia and Hyundai.