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Toyota told it can't claim to have the 'Best Built Cars in the World'

A ruling by the Irish advertising authority has ruled it is no longer allowed to use the slogan in its advertising.

CAR MANUFACTURER TOYOTA will no longer be able to refer to its vehicles with the  tagline: “The Best Built Cars in the World”.

This follows a decision by the Advertising Standards Authority for Ireland (ASAI) which said in its judgement that it had received a number of consumer complaints.

These questioned the compatibility of the claim in light of a number of the vehicles being recalled.

Responding to the complaints, Javelin Advertising – the agency that works on behalf of the car manufacturer – outlined what it considered to be the basis of the claim.

What did they say? 

To back up the claim, the advertiser pointed to quality awards Toyota had won, assessments that showed their cars held their value better than competitors and levels of customer loyalty in various major markets.

It also pointed to customer satisfaction reports from Germany, Brazil and the United Kingdom that rated the vehicles highly when it came to reliability.

One nuance of Toyota’s argument was that its vehicles should be assessed in the context of mass produced cars, and not ‘super’ cars like Ferrari or Rolls Royce.

Commenting on this, an independent expert brought in by the ASAI said that while the vehicles were not better built than ‘super’ cars, the manufacturer had substantiated its claim to be the best mass produced car in the world.

The expert also said that recalls in the automotive industry were not necessarily indicators of a reduction in build quality. 

Proving a superlative 

Despite this, the ASAI’s Complaints Committee wasn’t convinced.

It said that a “very high level of substantiation” would be needed to prove a “superlative” claim like a car being the best built, especially in an international context.

It doubted that a claim of such a magnitude could ever be proven, and that an independent test evaluating all car brands in the world would have to be submitted.

‘Dancing on a pin head’ 

In a statement today, Toyota has expressed its bafflement at the decision.

“It would appear to us they are dancing on a pin head as regards the use of the English language and common sense, particularly given that the independent automotive industry expert,” it said

The manufacturer has been using the tagline in its advertising for the past 20 years.

Read: Will this horseshoe-shaped device help the blind navigate indoors?

Also: Toyota is recalling millions of cars because their seatbelts could come apart in a crash

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61 Comments
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    Mute O'Brien Boru
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    Apr 20th 2016, 1:56 PM

    Easy fix to: “Probably” the best built cars in the world. I’m sure Carlsberg wont mind.

    335
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    Mute Niall O Neill
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    Apr 20th 2016, 3:28 PM

    Nice one Brian. I’ve always thought their claim over the top. Now, let’s tackle Hyundai’s claim that nothing drives like it etc. Except other cars maybe?

    105
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    Mute Patrick j Brady
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    Apr 20th 2016, 1:55 PM

    The most boring cars in the world..

    93
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    Mute Neal Ireland Hello
    Favourite Neal Ireland Hello
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    Apr 20th 2016, 2:02 PM

    Give me boring over expensive to maintain any day.

    106
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    Mute Get Lost Eircodes
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    Apr 20th 2016, 2:03 PM

    As Top Gear once said about the the Carina II “As exciting as a hoover”.

    57
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    Mute Al Ca
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    Apr 20th 2016, 2:03 PM

    Yes…you miss the excitement of breaking down miles from home.

    70
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    Mute Shane Carroll
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    Apr 20th 2016, 2:27 PM

    If the priority of your car is to make you excited rather than transport you then you can choose something more flashy. I dont think the Carinas target market was aimed at the Top Gear presenters….

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    Mute Alfonso Armenta
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    Apr 20th 2016, 3:00 PM

    I used to drive a non-boring car. Now I enjoy having some cash to spend on something else but the car instead.

    34
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    Mute Trisha Tully
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    Apr 21st 2016, 10:22 AM

    What do you drive Patrick?

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    Mute John Mulligan
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    Jul 20th 2016, 9:43 AM

    @Al Ca, Brilliant.

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    Mute prouesse f
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    Apr 20th 2016, 2:09 PM

    So are we finally getting rid of advertising?

    90
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    Mute Dara O'Brien
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    Apr 20th 2016, 1:58 PM

    Jealousy is a awful affliction, I.E. VW et al!

    84
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    Mute Dave Murray
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    Apr 20th 2016, 2:30 PM

    Volkswagen have shown us they are “virtually” the best built cars in the world.

    64
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    Mute JJ O Riordan
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    Apr 20th 2016, 10:18 PM

    Try tell that to anyone who has the VW 1.4, 1.6 or 2.0 diesels or any TSI engine. Their interiors are lovely with very nice detailing, which you can admire while you’re waiting for the breakdown assistance truck to come.

    24
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    Mute Shaun Hogan
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    Apr 20th 2016, 1:52 PM

    Most affordable cars are pretty much all the same these days. Made from cheap steal and plastic.

    80
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    Mute Mjhint
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    Apr 20th 2016, 1:57 PM

    Shanek3@hotmail.com you will find that very rarely it’s the steel & plastic that go wrong but the expensive electronic & safety features. Also cars are getting more reliable not less.

    82
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    Mute Ger Comings
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    Apr 20th 2016, 1:58 PM

    I have a Toyota Rav4, with 278,000 miles on the clock – and never had any problem! No plans to buy any other make.

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    Mute TheBull
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    Apr 20th 2016, 2:19 PM

    It’s not cheap steel and plastic at all. Cars are safer now than every before.

    35
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    Mute neuromancer
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    Apr 20th 2016, 2:22 PM

    I have an Audi A4 with over 300,000 miles, and never had any problems. What’s your point?

    51
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    Mute Rob Cahill
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    Apr 20th 2016, 2:22 PM

    I have a Rav4 with 133,000 miles on the clock, It runs fine but has had a new gearbox and clutch, It also needs 2 litres of oil with every second fill up of petrol and there are no oil leaks. I had a honda before it and never had an issue.

    52
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    Mute John
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    Apr 20th 2016, 2:23 PM

    @Shaun Hogan

    Wait till you own a Renault and need to remortgage your house to afford the parts !!

    Toyota are reasonable to service and if looked after properly will outlast pretty much any other comparable car manufacturer IMO

    82
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    Mute UndieGrundy
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    Apr 20th 2016, 3:26 PM

    I wouldn’t piss on Renault. Break your heart. biggest pieces of shit ever to run on Irish roads. I had a Renault van that went through 3 gearboxes in 3 months, when winter time hit, the electrics stopped working and shorted. Was driving along one night and the whole thing conked out at 60 miles an hour. Lost all power, lights, engine, brakes. everything.

    Their customer service was worse than the van was. In the end I had to tell him if he (Renault main dealer) didn’t fix it I’d jump over the counter and knock his fcuking block off. He fixed it.

    73
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    Mute Ronan Gallagher
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    Apr 20th 2016, 5:27 PM

    The main dealer didn’t build your sh#tbox van did he?

    11
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    Mute John
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    Apr 20th 2016, 7:48 PM

    I agree, I put it to the Renault Ireland Customer Service person that Renault should never be sold anywhere that is likely to rain or get fog because the electrics will stop working until it dries out. They naturally disagreed but I still had to replace 5 window motors in a 4 door car along with other engine electrics that ‘Rusted’????

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    Mute Lily
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    Apr 20th 2016, 8:14 PM

    Had a 05 verso, had a new clutch at 10 years, gearbox at 7years and starter motor at 5 years . 148000km at 10 years.

    99 Yaris no issues, 98000 miles at 17 years.

    11
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    Mute Trisha Tully
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    Apr 21st 2016, 10:18 AM

    Would have been cheaper to replace the car John. With a Toyota, which I reckon are the best built cars in the world.

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    Mute Michael Lynch
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    Apr 20th 2016, 2:25 PM

    I’ve a Berlingo that’s been to the moon and back. Slight damage from re-entry ionisation but still going strong. No plans to change.

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    Mute Denis Pollard
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    Apr 20th 2016, 2:15 PM

    Have to say I disagree I have a avensis the last 7 years with nearly 200k on clock and has only cost me services tyres and not to mention past every Nct on one go and have no notion of changing. So they defo are the best built cars I can safely say!!

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    Mute Ger Comings
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    Apr 20th 2016, 2:18 PM

    Totally agree – DP.

    39
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    Mute Trisha Tully
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    Apr 21st 2016, 10:15 AM

    You’re not allowed to say that Denis. The advertising standards will be after you :-)

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    Mute Denis Pollard
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    Apr 21st 2016, 5:58 PM

    Haha let em off

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    Mute BlueSkyThinking
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    Apr 20th 2016, 2:07 PM

    This is easily resolved, Toyota can’t say that they have the best built cars int he World, so all they have to do is reference the awards they have recieved for having the best built cars in the world.

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    Mute Patrick O'Carroll
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    Apr 20th 2016, 2:08 PM

    Drove a Scoda before it cost me all my profits, Changed to Toyota,it has cost me so little, double the milage then scoda…

    44
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    Mute Ger Comings
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    Apr 20th 2016, 2:12 PM

    Skoda?

    43
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    Mute JJ O Riordan
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    Apr 20th 2016, 10:24 PM

    I had Golfs in quick succession and they never ran properly. Have a Focus since ’09 and it’s only had a coil pack and boot release put in after 320,000km. It’s a cracker on a country road too.

    5
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    Mute Andy Byrne
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    Apr 20th 2016, 2:30 PM

    Have we forgotten the hilux trials? That has to count for something!!

    42
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    Mute Gerry Healy
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    Apr 20th 2016, 4:04 PM

    Have a 14yr old 160,000 mile Hilux bought from new. Only let me down once when I put petrol instead of diesel. Never had a vehicle that takes so much abuse and yet so ridiculously reliable. At this stage, Id love a different brand but really cant justify it.

    48
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    Mute John Mulligan
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    Jul 20th 2016, 9:35 AM

    My 10 year old Avensis has 533,000 on the clock, never had a bit of bother.

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    Mute Richard Sweeney
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    Apr 20th 2016, 3:12 PM

    Why do people see recalls as such a bad thing? There are numerous makes and models on the road that should have had recalls but the manufacturer refuses/denies a problem exists. Toyota issue recalls and are vilified for it. Am i missing something?

    40
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    Mute Gerry McHugh
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    Apr 21st 2016, 5:26 AM

    Exactly what I was thinking. Ferrari cars are known to be inferno death traps but rather than solve the problems or even let the word out about it, their solution is to include a fire extinguisher in the boot…

    4
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    Mute Elizabeth Barry
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    Apr 20th 2016, 2:44 PM

    Wouldn’t trade my Volkswagen Golf for any Toyota. They are just to rough to drive.

    23
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    Mute Symbolism
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    Apr 20th 2016, 4:00 PM

    Toyota, known as the best built cars in the world

    23
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    Mute Do the Bort man
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    Apr 20th 2016, 2:21 PM

    I had a 94 corolla hatchback. sold it in 2011 with 280k miles on the clock.

    22
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    Mute Not_Rod_Ten©
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    Apr 20th 2016, 4:12 PM

    At 60 miles an hour that’s 27 weeks spent driving a corolla. You’ll never have that time again

    16
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    Mute Sean Henehan
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    Apr 20th 2016, 10:10 PM

    What about Hyundai ” Believe everything you hear” . Surely that has to go down as bullsh*t.

    15
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    Mute Do the Bort man
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    Apr 20th 2016, 2:19 PM

    What about Red Bull?

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    Mute Dave Curtis
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    Apr 20th 2016, 3:50 PM

    They dont make cars…

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    Mute Larissa Caroline Nikolaus
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    Apr 20th 2016, 4:52 PM

    not yet

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    Mute postman pat
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    Apr 20th 2016, 5:34 PM

    it also doesn’t give you wings

    13
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    Mute Trisha Tully
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    Apr 21st 2016, 10:20 AM

    Very clever postman pat :-)

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    Mute Pat Maher
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    Apr 20th 2016, 7:17 PM

    I’ve had many Toyota’s, it’s likely I’ll have many more. Don’t want to run down anyone elses choices but for me, I value a car that keeps going above all, and Toyotas just do that. Their luxury brand Lexus is also top notch and preferable to BMW, Mercedes, Audi etc…in my opinion.

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    Mute Patrick O'Carroll
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    Apr 20th 2016, 5:32 PM

    Supposed to be the advertising company that advertise V.W. who lodged the complain against Toyotas slogan..

    12
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    Mute Patrick Boland
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    Apr 20th 2016, 7:08 PM

    Toyota were the best built cars in the world by far .but not for the last 7years or so .they have to step up to the mark and make quality cars again or they will get left behind and anyone that had toyota cars before that knows it’.

    12
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    Mute postman pat
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    Apr 20th 2016, 3:10 PM

    It was probably a competitor that complained about this, but if it was a member of the general public then why? It’s a stupid ruling anyone who takes advertising at face value is a fool who deserves to be codded, it’s just a catchy line, who ever heard an advertisement from a company that said their companies product was crap and poorly made and don’t buy it? yet their are tons of crap products advertised every day of course they are going to talk up their product, that’s what advertising is all about. This is coming from someone who wouldn’t buy a Toyota as I don’t like them to drive they feel like a tin can but that is my preference in a car and debate me if you want on my first point do but I don’t want a stupid well I have a Toyota and I love them to drive reply, that’s your opinion and your entitled to it as am I

    12
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    Mute roro
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    Apr 20th 2016, 8:29 PM

    Crazy call by the advertising standard Toyota have being using that saying for 20 years next they will be telling McDonald’s they can’t use “I’m loving it”

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    Mute Seth Cheffetz
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    Apr 20th 2016, 6:09 PM

    Just add “probably” to the front. I’ll take my 50k consultancy fee now thank you.

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    Mute gerry Walsh
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    Apr 21st 2016, 1:39 AM

    Just sold a toyota 2007 hi ace 870 k km on clock, best van I ever had, still motoring today, checked on line,

    5
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    Mute Brendan Hughes
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    Apr 20th 2016, 3:01 PM

    They could get away with ‘Probably, the best built cars in the world’

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    Mute Steve Watson
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    Apr 21st 2016, 5:31 PM

    Best built cars in the world, my Avensis has 645,000kms.

    2
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    Mute Dain Flemming
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    Apr 20th 2016, 5:44 PM

    Not all non mass produced car are ‘supper cars’ and that is not counting kit cars…

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    Mute prouesse f
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    Apr 20th 2016, 6:46 PM

    Undue grunt is grunting away again.

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