GENEVA — Toyota continued its worldwide damage-control campaign with an apology issued by Vice Chairman Kazuo Okamoto to the automaker's customers in Europe for its safety issues and the concerns they have caused.

Okamoto's apology Monday, read to journalists on the eve of press days at the Geneva Auto Show where Toyota will unveil its hybrid Auris HSD compact and the Lexus CT 200h, a compact hybrid hatchback — follows public apologies by Toyota President Akio Toyoda in China and the United States.

Analysts said going into the Geneva Auto Show that Toyota would have to do more than show appealing new products to win back customers, but it will have to persuade consumers it is taking steps to identify all safety issues and correct them and any systems.

Okamoto pledged the automaker is "taking a fresh look at every process in our operations," including design, manufacturing, sales and service.

Toyota has issued global recalls totaling 8.5 million vehicles since October for sticky gas pedals, faulty floor mats and glitches in braking software.

Though it is the world's largest automaker, Toyota's position is far less dominant in Europe than it is in the United States.