Next week Toyota will be at the Detroit Auto Show to redeem itself after major brand destruction in the US. A badly handled mass recall of Toyota models a couple of years ago left the Japanese automotive giant's reputation in tatters, especially in the important US market.  

And, boy, is it eager to rebuild the trust of the American people. And it is clear that advanced safety technologies - such as innovative braking and steering systems, lane departure alerts, or adaptive high-beam driving lights - will be central to its message.

Toyota’s renowned Star Safety System will also be on display in the exhibit – but that’s not all: Toyota’s standard safety equipment can be experienced interactively via a driving Safety Simulator.

Tomonori Akiyama, one of the carmaker Toyota's advanced vehicle control system developers, says while giving a run down on the new safety technology, “Keep on going," he says. "Do not steer away, and don't touch the brakes."

At 70km/h (43.5mph) the wall approaches fast, then - just as the car is about to crash - the car's seat belts tighten, its brakes are applied and an invisible force takes control of the steering. The car comes to a complete standstill on the wet tarmac, well clear of the wall and without any drama.

He concedes that as yet the carmaker has not filed for type approval for the automated emergency system. It is better to prevent accidents than to protect passengers in a crash.

"I'd never say we'll be number one in all areas,"says head of research and development Takeshi Uchiyamada, "But there are three areas where we want to be the best - namely quality, environmental technology and safety technology.”

Toyota's sales in the US fell 6.7% to 1.64 million vehicles last year, at a time when the overall market there expanded some 10%.

(Photos: BBC)