Rewards and Incentives Drive Toyota's March Sales
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Lisa Taylor
Apr 13, 2010, 9:25:01 AM4/13/10
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Article Title: Rewards and Incentives Drive Toyota's March Sales
Author: Lisa Taylor
Word Count: 564
Article URL: http://www.isnare.com/?aid=501471&ca=Automotive
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=501471
Easy Publish Tool: http://www.isnare.com/html.php?aid=501471
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After an initial period of turbulence and shock, Toyota�s plans seem to be falling in place, and more efficiently than anyone would have thought. If you have been following the Toyota story, you can understand what I am talking about.
Since January 24, when the first recall notice went out, there was all-round pressure on Toyota. First it was the Japanese Government and then the US Congress that went around Toyota�s claims of safety and past records of safety of its cars. And Toyota followed what could be termed as the only available alternative for it. Pushed to a side, it chose to keep a low profile for all hue and cry to settle down.
And then it surprised everyone by bringing in Akio Toyoda to the US Congress. First there was an admission of flawed processes and then there was an unequivocal apology to the US Congressmen, and the Toyota owners. This, in a way did sooth frayed tempers and allowed Toyota to establish a foothold in the present crisis.
Following up on the low-key campaign, Toyota unleashed a very combative marketing strategy. This strategy was the one that was based on incentives, and inducements. It started offering discounts on established products and then brought in 0% finance charges and 2 years free maintenance. People who had been talking about Toyota in hushed tones suddenly realized that Camry, Prius and Corolla became more worthy of their purchase.
The result is that in the first few days of March, Toyota has led the market from front. Remember, that it lost substantial sales in February.
All this while, the company was on the defensive and trying new steps to win over consumer confidence. And in the middle of February, the dealerships across US started rolling out new incentives.
Within the following 2 weeks, sales got a boost. In March, it has had a 47% increase over last year�s daily sales for the same period. The sales percentage through dealerships increased from 12.8 to 16.8 percent in these 3 weeks. And this takes Toyota marginally ahead of General Motors that is reporting a 12.8% share of the retail market for the initial few days of March.
These figures are likely to change in the next few weeks and it is possible for Toyota to lag behind the initial numbers. However, the fact remains that Toyota is back with a bang!!!
What would you say about the public memory? Inside 5 weeks of the first recall, we have seen an entire cycle of depression in Toyota�s sales with a subsequent spurt in sales, thus making it the highest seller in retail market space for the month of March so far.
Those who had written obituaries of brand Toyota may be wondering if they were in a hurry to write off Toyota. Yes, the initial opinion was against Toyota, but it encashed on the situation by bringing in discounts on well established cars. And money as an inducement did the trick very handsomely.
For sure, Toyota has a lot to worry about. The 89 lawsuits are worth billions of dollars. But for now, it knows that is firmly in the saddle once again; time will reveal how soon it can escape all the lawsuits as smartly as they have ducked the depression in their sales.
About The Author: Lisa is an auto-specialist who tracks and reports interesting stories from the automotive world. She suggests using a Shell fuel card or an Esso fuel card for businesses. You can look at the fleet card options on http://www.businessfuelcards.co.uk.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=501471
*********************** ARTICLE END ***********************
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Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Lisa Taylor
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=501471
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=501471
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Rewards and Incentives Drive Toyota's March Sales
Author: Lisa Taylor
Word Count: 564
Article URL: http://www.isnare.com/?aid=501471&ca=Automotive
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=501471
Easy Publish Tool: http://www.isnare.com/html.php?aid=501471
*********************** ARTICLE START ***********************
After an initial period of turbulence and shock, Toyota�s plans seem to be falling in place, and more efficiently than anyone would have thought. If you have been following the Toyota story, you can understand what I am talking about.
Since January 24, when the first recall notice went out, there was all-round pressure on Toyota. First it was the Japanese Government and then the US Congress that went around Toyota�s claims of safety and past records of safety of its cars. And Toyota followed what could be termed as the only available alternative for it. Pushed to a side, it chose to keep a low profile for all hue and cry to settle down.
And then it surprised everyone by bringing in Akio Toyoda to the US Congress. First there was an admission of flawed processes and then there was an unequivocal apology to the US Congressmen, and the Toyota owners. This, in a way did sooth frayed tempers and allowed Toyota to establish a foothold in the present crisis.
Following up on the low-key campaign, Toyota unleashed a very combative marketing strategy. This strategy was the one that was based on incentives, and inducements. It started offering discounts on established products and then brought in 0% finance charges and 2 years free maintenance. People who had been talking about Toyota in hushed tones suddenly realized that Camry, Prius and Corolla became more worthy of their purchase.
The result is that in the first few days of March, Toyota has led the market from front. Remember, that it lost substantial sales in February.
All this while, the company was on the defensive and trying new steps to win over consumer confidence. And in the middle of February, the dealerships across US started rolling out new incentives.
Within the following 2 weeks, sales got a boost. In March, it has had a 47% increase over last year�s daily sales for the same period. The sales percentage through dealerships increased from 12.8 to 16.8 percent in these 3 weeks. And this takes Toyota marginally ahead of General Motors that is reporting a 12.8% share of the retail market for the initial few days of March.
These figures are likely to change in the next few weeks and it is possible for Toyota to lag behind the initial numbers. However, the fact remains that Toyota is back with a bang!!!
What would you say about the public memory? Inside 5 weeks of the first recall, we have seen an entire cycle of depression in Toyota�s sales with a subsequent spurt in sales, thus making it the highest seller in retail market space for the month of March so far.
Those who had written obituaries of brand Toyota may be wondering if they were in a hurry to write off Toyota. Yes, the initial opinion was against Toyota, but it encashed on the situation by bringing in discounts on well established cars. And money as an inducement did the trick very handsomely.
For sure, Toyota has a lot to worry about. The 89 lawsuits are worth billions of dollars. But for now, it knows that is firmly in the saddle once again; time will reveal how soon it can escape all the lawsuits as smartly as they have ducked the depression in their sales.
About The Author: Lisa is an auto-specialist who tracks and reports interesting stories from the automotive world. She suggests using a Shell fuel card or an Esso fuel card for businesses. You can look at the fleet card options on http://www.businessfuelcards.co.uk.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=501471
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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