Toyota, taking a page from the Honda playbook, is preparing to forbid its U.S. dealerships from advertising Toyota brand vehicles at below-invoice prices.
Some Toyota dealers welcome the move, saying it will result in higher vehicle prices and improved gross profits.
Others, such as Earl Stewart, dealer principal of Earl Stewart Toyota in Lake Park, Fla., oppose the move. Stewart said he advertises 75 percent of the store's inventory below invoice and that is a key reason why his store is among the highest-volume dealerships of any brand in southeastern Florida.
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