Toyota Dealer RFI Goes to 12 Shops

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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.’

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