In almost perfect contrast to Ford’s rapidly rising average transaction prices, Toyota is having to keep incentives and dealer discounts high in order to keep moving the metal. Automotive News reports that Toyota dealers, once money printing machines, are having to accept lower gross profits.
Transaction prices on new 2011 models are the lowest, as a percentage of sticker prices, of all mainstream brands, according to TrueCar and Edmunds.com. And Toyota dealers aren’t denying it:
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