There is a new energy coming out of the Toyota Dealers’ National Meeting that recently took place in Las Vegas.
Toyota is about to launch a major campaign on the Prius model.
Toyota is planning a $1 billion dollar campaign in 4th quarter, approximately 35-40% more than usual, to reenergize its dealers and to reverse slower vehicles sales to other import companies like Hyundai.
Long term, the goal will be to make the Prius the “new Camry in sales” in 3-4 years. The last time Toyota wanted to launch a particular model was the introduction of the Toyota Tundra, which was backed by a large marketing budget and aggressive dealer incentives. Expect to see similar programs for Pruis over the next several months.
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