Toyota Dealer RFI Goes to 12 Shops

Toyota dealers want no part of the car business’s ongoing price wars, according to the RFI that went out last week for the $80 million Greater New York Toyota Dealer Association creative review.

While recent ads from incumbent Saatchi & Saatchi, New York, focus on low monthly payments and financing deals, the RFI states, “Toyota, as the leader in its category, is competitive but prefers to drive traffic based on ‘Value.’ “

According to the RFI, the client is also looking for extensive integrated capabilities—including viral marketing, promotion, events and sponsorships—either in-house or through a partner.

The Saatchi office, which also handles planning, received the RFI, along with 11 undisclosed shops.