With some of the worst years in its history just behind it, Toyota Motor Co. is battling to regain some of its reputation for safety by backing high-end research and developing partnerships with leading universities around the country. In January, the automaker announced that it would spend $50 million on its Collaborative Safety Research Center over the next five years.

The center, located in Ann Arbor, Michigan, will focus on technologies to prevent accidents involving children, teenagers and seniors. Further, the company will invest heavily in research into accident prevention technologies and accident reconstruction.

Toyota continues to face hundreds of personal injury and wrongful death lawsuits filed by San Fernando Valley car accident lawyers and involving sudden and unintended acceleration in its vehicles. Unintended acceleration was the primary factor in several Toyota recalls since 2009. However, the company has also announced a number of other recalls for a variety of safety issues. These recalls have severely damaged Toyota’s credibility and reputation. Toyota hopes that its new investments in auto safety efforts will diminish the damaging impact of its recent recalls.

The company has announced partnerships with some of the brightest minds in the engineering industry, including the Massachusetts Institute of Technology's AgeLab, the Virginia Polytechnic Institute and State University, Indiana University-Purdue University Indianapolis Transportation Safety Institute, Wayne State University School of Medicine and the Washtenaw Area Transportation Study. Additionally, Toyota researchers will also work together with researchers from the University of Michigan, the Children's Hospital Philadelphia as well as the Virginia Tech Transportation Institute.

One of the company’s major focuses as part of its auto safety efforts is researching the effectiveness of voice-activated communication systems in automobiles. In this effort, the company is partnering with the Massachusetts Institute of Technology. The company also wants to probe technologies to prevent accidents involving seniors and teen motorists, and ways to keep children safer in traffic accidents.