Several reasons, after reading this hopefully you will also hate them. To start as I was growing up there was a general pride in American cars. That being said I do have a few imports I have owned and see in a positive light. Volkswagens air cooled especially. Porsche I have never owned or driven but I have loved several models over the years. Mazda Miata, RX-7, B2200 pick up. Nissan/Datsun 610,720 pick ups, 510 sedans and 260-300Z. That is a complete list. Keep in mind Adam Carolla said ” The Rav4 and Prius were two cars people owned if they did not give a fuck about what they drive.” Jeremy Clarkson urged all his viewers, “to drop a gear when passing a Prius.” Now has anyone ever really been excited about a Toyota?

1. Revolutionary production systems. Big deal giving every one the power to stop the line if there is a problem isn’t Nobel prize material. Quick change machines and just in time part supply? Post WW2 Japan was destroyed, that was what you had to do.
2. The reliability is an urban legend started by the 22R. Old simple designs are reliable. The Iron Duke, 318 Poly, slant six. Blue flame or Thrift master sixes. 352 FE is basically indestructible. Amazingly for their tuner they drop in a Subaru Boxer engine. Newer models break down as much as other cars. That is why there is a service department at the Toyota dealer and Toyotas at the Pick a Part.
3. Lastly NBC news and Dateline aired a story declaring the saddle gas tanks on 73-87 Chevy tucks exploded in a crash. The footage was staged at a Toyota testing facility. NBC news formally apologized to GM. I believe that is why Toyota was fined 1.2 billion dollars for the gas pedal sticking Prius. The largest fine ever until the Volkswagen Diesel scandal.