Toyota Opens War Chest And Allocates $1 Billion To US Marketing

Toyota Motor Corp is preparing a $1 billion marketing campaign to boost U.S. sales in the fourth quarter, while also planning to expand its line of hybrid models under the Prius name, the Wall Street Journal reported on Thursday.

Toyota President Akio Toyoda was among those briefing U.S. dealers at a meeting in Las Vegas where the plans were laid out, the newspaper said.

The $1 billion marketing and advertising plan is 30 percent to 40 percent more than Toyota typically spends in the quarter, the report said, citing a person familiar with the matter.

The plan includes subsidizing leases and loan rates, offering other customer incentives and helping pay for dealer ads, the Journal said.


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