Toyota planning warranty and incentive campaign to restore customer faith

Toyota Motor Co. is planning on a heavy incentive program and a new warranty campaign to combat consumer concerns about the company’s recall crisis.

“It won’t be a fire sale like people thought GM and Chrysler had when they were in trouble,” Don Esmond, senior vice president of automotive operations at Toyota Motor Sales U.S.A. Inc., said in an interview with Automotive News. “But we will be competitive.”

Esmond said that executives met with the dealer ad committee this week and is finalizing the marketing push for March.

No details were given but one dealer with knowledge said that Toyota “will try to win back customers at all costs.”

The dealer said that Toyota will be extending new-car warranties to give Toyota the best in the industry, will offer owner loyalty cash, perhaps in the thousands of dollars, add a warranty for used vehicles, assist dealers to pay for floorplanning of used-car inventory and will provide cash to dealers to allow them more discretion in making repairs not addressed by the various recalls.

– By: Stephen Calogera

Source: Automotive News (Subscription Required)