A New York Times article (August 2, 2011) describes Toyota’s use of Toyotags – a “logo inside a ring” that permits customers with smartphones to get specific product information from the mobile bar code, but also permits use of a standard mobile phone.  The goal is to find ways to get information directly to the consumer about cars, maintenance plans etc, while also gathering information about end consumers.  Is Toyota’s attempts to go downstream to the end consumer as an extension of its supply chain an effective use of the web by a durable goos manufacturer ? How far can Toyota go with its reach without creating a channel conflict with its dealers ? Should the Toyota link to customer be expanded to include customer feedback regarding product performance and use ?