The Toyota Remembers and How it is Affecting Revenue


Toyota is doing everything it can to clean up its public image due to the recent recalls and no-sale announcement. Toyota has launched new ads featuring customers saying, “Their next car will be a Toyota” plus offering huge incentives to customers such as 0% for 60 months on 8 models, incredible 36 month lease programs on 10 models. The offers don’t stop there, Toyota announced a 2 year maintenance program for Owner Loyalty. That simply means that if you own a Toyota, Lexus or Scion – you don’t need to trade it in – and purchase a new Toyota, you get 2 years of free maintenance. Is this enough to lure customers back into Toyota showrooms?

I asked some local dealers throughout the Tampa area to find out how February was and if they noticed any difference with the new programs in March.

Should you have almost any issues regarding in which and how to use toyota tan cang – https://toyotahiroshimatancang.vn/, you can email us with our web-page. David Bertoncini, Sales Manager, Autoway Toyota, Pinellas Park, FL had this to say about the recall, “Our store was up from February 2009 vs. February 2010. We were up 25% in new, 35% in used, it maybe bad publicity, but it was publicity. Toyota is looking for a 100 car increase for us in March 2010 vs. February 2010. We still gotta keep going.” David continued, “60% of the people that buy Toyota, will keep buying Toyota, no matter what. 30% of the people need to be resold on Toyota, the quality, the safety, the reliability and the other 10% we might lose to the competition.”

When I asked David what his thoughts were on the incentive programs and if he had noticed an uptick in business he quickly responded, “Yes, business and traffic have improved and we are on pace to exceed our objective, we are looking for 300 new cars in March.” Autoway Toyota sold 179 new cars in February 2010, finishing in the top 10 in Southeast Toyota.

Mike Chaparro, Sales Manager, Sun Toyota, New Port Richey, FL told me, “The business was starting to rebound and we were on a roll, then the recalls hit. Overall that made the month tough, customers were leery, customers felt they were being neglected because they weren’t notified about their recalls soon enough, if their car was in the recall or not. It was tough trying to sell someone a new car while in the same showroom we had someone who was screaming mad at Toyota about the recall. However, when the month started to wind down, the loyal customers showed up and said they wanted to buy new Toyotas despite what was going on in the media. Customers said, ‘We have been driving these cars for 30 years, we won’t buy anything but Toyota.”

Hearing that instantly reminded me of what David had said about the 60%. Mike had this to say about the programs, “The new programs are stronger than death. We have been selling 7 or 8 new cars every day since the first day of the month. It is a buyer’s market right now and these incentives are gravy for them.” Sun Toyota finished February 2010 with 150 new cars, finishing 11th in Southeast Toyota. They are looking to sell 200 new cars in March.

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