With a Stripped-Down Message, Toyota Moves Toward Next Phase of Advertising

Carmaker's U.S. marketer looks to its playbook from 2008

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The latest figures for just about any industry are grim as the next phases of the COVID-19 pandemic become more apparent. No sector is emerging unscathed, and the automotive category is acutely exposed as people stay home and away from showrooms.

Every auto manufacturer is seeing sharp first-quarter sales drops, with Fiat Chrysler tumbling 10% and General Motors sinking 7%, according to the most recent data. For its part, Toyota was in a similar situation with a 9% lag in sales in the quarter.

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