Gas Prices Spark Ads That Stress Efficiency

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Gas prices reached an all-time high last week, while large and midsize SUV sales have tumbled for a year—all good news for Japanese automakers, which enjoy a perceived and real miles-per-gallon advantage over their domestic rivals in the light-truck category.

Though that hasn’t translated into all-out miles-per-gallon ad blitzes yet, some Asian automakers and their agencies are exploring ways to press their edge.

“You can expect to see additional messages from Toyota about the fuel economy in our lineup,” said Deborah Wahl Meyer, corporate manager, marketing communications at Toyota, Torrance, Calif.



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