Toyota Preparing $2B Marketing Campaign

Toyota plans to spend more on advertising, incentives and dealer support after the government’s 'cash for clunkers' program

Published: 18-Sep-2009

Toyota Motor Corp., the world’s largest carmaker, said it will spend a “larger than average” $1 billion on U.S. marketing in the fourth quarter as the country’s economy begins to recover.

“We’re starting to see some glimmers of hope out there,” Irv Miller, group vice president for Toyota’s U.S. sales unit, said in an interview. “We feel there’s momentum coming out of August, and our inventory level is very good, so the time is right.”

Toyota plans to spend more on advertising, incentives and dealer support after the government’s “cash for clunkers” program, which helped it boost U.S. sales 6.4 percent last month, ended on Aug. 24. Detroit-based General Motors Co. has also announced plans for a marketing push, including a 60-day money- back guarantee and advertisements featuring Chairman Ed Whitacre.

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