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Toyota Extends Incentives, Adds Free Maintenance

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It's official. As we anticipated last week, Toyota has extended its largest-ever incentive program through April, and it served to jump-start Toyota’s sales after recall woes that put the brakes on showroom activity in January and February.

The so-called March Sales Event helped Toyota finish March with 186,000 sales nationwide—second only to GM—with sales up more than 40 percent from March of last year.

Toyota was less specific with the extended program than it had been with the original March announcement, but the automaker has expanded its two-year “premium maintenance” program to all buyers, not just those who already own or lease a Toyota, Lexus, or Scion product.

The incentives now include:

Complimentary two-year premium maintenance program – covers all customers who purchase or lease a new Toyota

Zero-percent APR financing for up to 60 months – on “up to six of our popular models.” Original March program covered 2010 Toyota Avalon, Camry, Corolla, Highlander, Matrix, RAV4, Tundra, and Yaris.

Special low lease rates – on “up to eight of our popular models.” 2010 Toyota Venza, Tundra, RAV4, Prius, Matrix, Highlander, Corolla, Camry, and Avalon were covered by the March Sales Event.

Toyota adds that the offers apply to “qualifying buyers”—most likely those with stellar credit—and that the offers vary regionally.

The automaker had attributed about 60 percent of the March sales to repeat customers. With the expansion of the maintenance plan to everyone, its sales comeback might not

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Comments (3)
  1. I've had my Sienna for over two years now... We spent a total of 132 dollars on six oil changes - that's all that it needed. The tires are another story - they had to go very quickly and it's riding on HydroEdges from Discount Tire now, so free rotations and balancing is included. I'd normally add another $80 to be fair but $212 to make you buy a new Toyota? Brilliant!

  2. I work for a Toyota dealer and I just had a customer call and scream at me because he didn't get the free maintenance on the Toyota he bought in April. I explained to him that the only people who got it in April were people who currently had a Toyota registered at their address. When he asked what he could do to get his free maintenance I suggested he e-mail you and have you give it to him since you lied about it being available to everyone.

  3. Jason, I'm sorry to hear about this.
    On April 6, Toyota reported in a release that the company's free-maintenance program was being extended to all shoppers, not just returning Toyota, Lexus, and Scion owners. Per the release: “We’re extending the two-year complimentary maintenance program, that proved to be very popular with existing Toyota owners in March, to all buyers in April,” said Bob Carter, group vice president and general manager of Toyota Division. “We are pleased by our customers’ continued vote of confidence, and want to thank them for their loyalty by adding value to our products.”
    The information says that this is a "national marketing program." In the line on financing, it's noted that offers may vary regionally, but this is not so with the free-maintenance program details.
    However in any national incentives program, it's entirely possible that some regions or individual franchises might have opted not to participate. Unfortunately, when we report in a breaking news situation such as this, within a few hours of a major announcement and press release, we don't expect to have a full rundown of who might be opting out on a regional or street level -- in future posts we'll consider cautioning that at any time dealerships might not honor national incentive programs.

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