It's hard not to notice Chevrolet's efforts to highlight quality during Toyota's recent times of trouble. The commercial doesn't mention "safety," but it's heavily implied. Then consider Toyota's recent ad touting their safety record. Note, the several wire drawings of brakes, an inspection of tire handling, and the screeching car coming to a halt at the very end. Not very subtle.
Toyota made Deming's TQM (Total Quality Management) famous, and many companies have studied their methods to try and replicate their past success. It's still somewhat unclear what caused Toyota to stray away from their emphasis on quality, but I do like how Chevrolet is beating them at their own game.