The damage that Japanese automaker Toyota Motor Company (TM) is sustaining is sizable. Once a bastion of reliability and trustworthiness in the auto industry, the perception has swung rapidly the other way in just the past six months.

Indeed, the footage showing Toyota vehicles apparently racing down highways with little control happening from behind the wheel are powerful -- more powerful than Toyota's meager "We thank you" advertising campaign. Which automaker is taking advantage of this situation by proxy? Why, Ford Motor Company (F) of course.

Bright and early Friday morning, The Wall Street Journal (subscription required) reported that Toyota Motor (TM) has asked ABC News, a division of Disney (DIS), to issue a public retraction and formal apology for last month's "irresponsible broadcast" that reportedly showed how electronic problems led to unintended acceleration for Toyota vehicles.

Toyota believes ABC used footage that created "the false and misleading impression with viewers of a dangerous and uncontrolled acceleration" when dealing with a Toyota Avalon sedan. According to the article, Toyota contends that "ABC News chose fear-mongering over public service." ABC stated that it has received the letter and that its lawyers are reviewing it and preparing a response.