Chicago Auto Show 2010 opened up on February 10, 2010 at McCormick Center by Michigan Lake in the United States. This has been the first auto show after the global automobile leader Toyota started to call back problem cars in large scale, so ‘Recall’ no doubt is exposed under the spotlight.

　　Toyota held a press release at 10 o’clock in that morning, where its vice president for sales in North America, Bob Carter, self-consciously started to talk about the ‘Recall’ event. In his 9-minute speech, Carter used the first five to illustrate the difficulties that Toyota had suffered in the past few weeks, and the hard work and efforts the company and dealers had done to repair the brakes. He said Toyota dealers were working day and night to repair. So far, about 220,000 cars have been repaired at a speed of 50,000 cars a day.

　　When Carter finished and said he would accept interviews, he was immediately cornered by Avalon, Toyota’s new global release, and questioned unanimously about the callbacks.

　　In the US, General Motors can hardly stand aside although it is not stuck in the callback pit. Jim Campbell, the general manager for Chevrolet brand replied after the new car release that many customers consulted GM dealers about changing their vehicle models, and the company would try hard to help them. Currently, the three leading automakers in America including GM are all pushing out promotions like cash discount and better loan terms in order to grab Toyota’s market in North America.