Toyota has asked US dealers to stop sales of some of its cars that are equipped with seat heaters.
The Japanese car maker said that a portion of the seat fabric in the affected models could burn at a rate faster than allowed by US regulations.
The models affected by the move include the Avalon, Camry, Corolla, Sienna, Tacoma and Tundra.
Toyota said no fires or injuries had been reported due to the issue.
The firm said that nearly 36,000 vehicles currently with dealers – about 13% of their inventory – would be affected by the decision.
However, that number does not include vehicles that may have already been sold or those in transit to the dealers.
The move by Toyota comes at a time when parts of the US are facing record low temperatures.
Some analysts said that given the extreme winter conditions, demand for vehicles with heated seats was growing and the latest move may put Toyota at a disadvantage to its rivals.
The company is trying to rebuild its reputation after a series of recalls in recent years due to a variety of reasons.
Just over the past two years, Toyota has called back nearly 20 million vehicles globally.
