With thousands of Toyota dealerships already struggling amidst decreased consumer spending and a national credit crunch, Toyota's massive 2.3 million vehicle recall has store owners nationwide bracing for financial loss and long-term backlash in the first quarter of fiscal year 2010.
The recall, which included many of Toyota's top selling models such as Camry and Corolla, has also prompted the manufacturer to halt production until the potentially fatal issue of sticking gas pedals is resolved.
While Toyota dealers are understandably panicked and bracing for a big hit following the recall, dealers still have a limited window of opportunity to mitigate financial loss in their local stores.
Here are five immediate steps dealerships can take to ride out Toyota's PR nightmare and financial storm this year:
1. Keep Marketing: It's a natural reaction to halt marketing when things look bad. However, this can open the door for more financial problems. When dealers suddenly stop marketing it creates doubt in the mind of the consumer and they get scared off. Instead, it's important to appear active and busy--especially as Ford and GM prepare to step up their advertising campaigns in the near future.
2. Become the "go to" expert for Toyota customers by writing, speaking and keeping people up to date on the latest developments: Dealers can calm fears in the marketplace by directly addressing consumer fears and concerns regarding Toyota's vehicle lineup. Providing information in the form of special reports, telephone call-in lines and informational videos posted to their blog will be a extremely useful tool. Fear is a major problem in situations like these. It will be a crucial time for the brand and making people feel more comfortable and confident with their decisions will be critical. This additional confidence will translate into sales and service business.
3. Be available for the local press. Positioning yourself as a resource and advisor for the local media outlets and the local community so everyone can fully understand the situation. This will help take some heat off Toyota and give you the spotlight.
4. Dealers can use their influence to hold local informational seminars for the local residents to get their questions answered: Open and honest communication will be the key to helping customers and prospects feel comfortable with Toyota. After they clean up the recall mess that is.
5. Use social media platforms to communicate and educate your community: Facebook, Twitter, blogs and video are a great way to open dialogue and engage consumers on their own turf. Social media is the cheapest, easiest and fastest way for dealers to stay on top of questions from the community and become a trusted resource in the face of Toyota's current storm."
Jimmy Vee and Travis Miller are the preeminent marketing consultants to the automotive industry and the authors of the best selling book Gravitational Marketing: The Science of Attracting Customers. They are the founders of the Rich Dealers Institute a Done-For-The-Dealer marketing company that helps car dealers attract customers, increase sales & boost net profit. http://www.AutoMarketingAdvice.com
Wednesday, February 24, 2010
Thursday, February 11, 2010
2010 Toyota 4Runner: Model Lineup Review
Now on the large side of midsize, this new 4Runner is taller, wider and longer than its predecessor. It's offered in three models: "well-equipped" SR5, top-of-the-line Limited, and Trail grade for maximum off-road capability, all offering up to seven-person capacity with optional third-row seats. Available drivetrains include rear wheel 4x2, part-time 4x4, and full-time "multi-mode" 4x4 with a locking center differential.
All models have wider shoulders and new-design head and taillights. The SR5 also wears overfenders, mudguards and a standard roof rack, and the outside mirrors on V6 models now incorporate turn signals and puddle lamps. The Trail grade has a better approach and departure angles, a higher ground clearance and a wide selection of functional upgrades to optimize its off-road performance, plus front and rear bumper guards, specific wheels, black outside mirrors, a unique hood scoop, and a dark smoke treatment on the front and rear lamps. The Limited and SR5 sport chrome trim on their grille inserts, fog lamp bezels, roof rack, bumper and side moldings, and color-keyed side skirts and overfenders for a more premium appearance.
Rear-drive 2010 4Runners offer a choice of a 157-hp 2.7-liter four with a 4-speed automatic or a 270-hp 4.0-liter V6 coupled to a 5-speed automatic, while all 4x4 models get the V6/five-speed combo. With advanced engine management that includes Toyota's dual independent Variable Valve Timing with intelligence (VVT-i), this new V6 pumps out 34 more horses than the previous V6 and 10 more than the previously available V8. Yet (partly thanks to the new body's somewhat slipperier shape) its EPA fuel economy improves from 16 mpg city/21 highway to 17/23 for 4x2s and from 16/20 to 17/22 for 4x4 models. And both achieve 19-mpg EPA combined ratings, about a five percent better than last year. The standard VVT-i 4-cylinder in the SR5 4x2 is EPA rated at 18 mpg city/23 highway.
SR5 and Trail 4x4 models have a two-speed part-time system with a manual lever, while the Limited packs full-time four-wheel drive with a locking center differential. Toyota's A-TRAC system, standard on all 4x4 models, can distribute driving force to any one wheel in contact with the ground, and the Trail grade has an electronic-locking rear differential. An automatic LSD (Limited Slip Differential) provides improved slick-road traction on 4x2 models.
The Trail grade also offers: 1) standard Crawl Control (CRAWL), which can be tuned to match the terrain by choosing one of five speed levels; 2) a Multi-Terrain Select system that allows the driver to dial in wheel slip control to match the terrain; and 3) optional Kinetic Dynamic Suspension System (KDSS), which improves terrain-following ability by disconnecting the stabilizer bars for better suspension articulation and more axle travel in slow, difficult terrain. All 4x4 4Runners have Downhill Assist Control (DAC) for steep descents and Hill-start Assist Control (HAC) to keep the vehicle stationary while starting on a steep incline.
For improved on-road handling, the Limited features an X-REAS suspension system that automatically adjusts shock-damping force in corners and on rough surfaces. It also uses a center control damper to cross-link shocks on opposite corners to substantially reduce pitch and yaw. As a result, the Limited corners and handles choppy pavement surprisingly well. The 2010 4Runner's Star Safety System includes Vehicle Stability Control (VSC) with traction control (TRAC), an Anti-Lock Brake System (ABS) with Electronic Brake-force Distribution (EBD) and Brake Assist. In addition go active headrests for the driver and front passenger, its eight standard airbags includes front, side-mounted and knee bags and side curtain bags for the second and third rows.
The instrument cluster houses speedometer, tachometer, voltage, fuel and temperature gauges and a multi-function meter. Major controls are large and industrial looking, suitable for a working truck that will be driven while wearing gloves. Off-road control switches are easily organized on an overhead console. Water-resistant fabric seats are standard on Trail models, while leather is standard on Limited and optional on SR5. The Limited also has Smart Key keyless entry with push-button start and automatic dual-zone climate control.
The front seats have a greater range of adjustment than before, and the sculpted front seatbacks increase second-row knee room. The second-row seats recline up to 16 degrees, and (available) third-row access is improved with a one-touch walk-in function. The 40/20/40 second-row and 50/50 third-row seats fold flat, the former without removing their headrests, the latter using convenient one-touch mechanisms on their sides, or at the rear. Another great convenience feature is an available slide-out cargo deck that doubles as sheltered outside seating (for up to 440 pounds) and comes with a 6.4-liter storage box behind the rear seat.
The base SR5 8-speaker AM/FM/CD audio gets upgraded on the Trail grade with MP3 capability, integrated XM Satellite Radio (with a 90-day trial subscription), a USB port with iPod connectivity steering wheel controls and Bluetooth hands-free phone and music streaming capability. An optional 15-speaker JBL premium system has a six-disk CD changer and a way cool Party Mode setting that raises the bass and transfers equalization to the rear for tailgating.
Although the full-frame, truck-based SUV market has dramatically shrunk due to fuel economy concerns, this versatile and relatively fuel efficient new 4Runner may be an excellent choice for those who still want or need one, especially for serious off-road usage.
autoMedia.com, provides automotive information designed to inform, enlighten and entertain the most discriminating car enthusiast. Serving consumers automotive advice they can trust, learn more about the 2010 Toyota 4Runner, including detail specifications, safety features and warranty information, along with details on all Toyota models, go to http://www.automedia.com
All models have wider shoulders and new-design head and taillights. The SR5 also wears overfenders, mudguards and a standard roof rack, and the outside mirrors on V6 models now incorporate turn signals and puddle lamps. The Trail grade has a better approach and departure angles, a higher ground clearance and a wide selection of functional upgrades to optimize its off-road performance, plus front and rear bumper guards, specific wheels, black outside mirrors, a unique hood scoop, and a dark smoke treatment on the front and rear lamps. The Limited and SR5 sport chrome trim on their grille inserts, fog lamp bezels, roof rack, bumper and side moldings, and color-keyed side skirts and overfenders for a more premium appearance.
Rear-drive 2010 4Runners offer a choice of a 157-hp 2.7-liter four with a 4-speed automatic or a 270-hp 4.0-liter V6 coupled to a 5-speed automatic, while all 4x4 models get the V6/five-speed combo. With advanced engine management that includes Toyota's dual independent Variable Valve Timing with intelligence (VVT-i), this new V6 pumps out 34 more horses than the previous V6 and 10 more than the previously available V8. Yet (partly thanks to the new body's somewhat slipperier shape) its EPA fuel economy improves from 16 mpg city/21 highway to 17/23 for 4x2s and from 16/20 to 17/22 for 4x4 models. And both achieve 19-mpg EPA combined ratings, about a five percent better than last year. The standard VVT-i 4-cylinder in the SR5 4x2 is EPA rated at 18 mpg city/23 highway.
SR5 and Trail 4x4 models have a two-speed part-time system with a manual lever, while the Limited packs full-time four-wheel drive with a locking center differential. Toyota's A-TRAC system, standard on all 4x4 models, can distribute driving force to any one wheel in contact with the ground, and the Trail grade has an electronic-locking rear differential. An automatic LSD (Limited Slip Differential) provides improved slick-road traction on 4x2 models.
The Trail grade also offers: 1) standard Crawl Control (CRAWL), which can be tuned to match the terrain by choosing one of five speed levels; 2) a Multi-Terrain Select system that allows the driver to dial in wheel slip control to match the terrain; and 3) optional Kinetic Dynamic Suspension System (KDSS), which improves terrain-following ability by disconnecting the stabilizer bars for better suspension articulation and more axle travel in slow, difficult terrain. All 4x4 4Runners have Downhill Assist Control (DAC) for steep descents and Hill-start Assist Control (HAC) to keep the vehicle stationary while starting on a steep incline.
For improved on-road handling, the Limited features an X-REAS suspension system that automatically adjusts shock-damping force in corners and on rough surfaces. It also uses a center control damper to cross-link shocks on opposite corners to substantially reduce pitch and yaw. As a result, the Limited corners and handles choppy pavement surprisingly well. The 2010 4Runner's Star Safety System includes Vehicle Stability Control (VSC) with traction control (TRAC), an Anti-Lock Brake System (ABS) with Electronic Brake-force Distribution (EBD) and Brake Assist. In addition go active headrests for the driver and front passenger, its eight standard airbags includes front, side-mounted and knee bags and side curtain bags for the second and third rows.
The instrument cluster houses speedometer, tachometer, voltage, fuel and temperature gauges and a multi-function meter. Major controls are large and industrial looking, suitable for a working truck that will be driven while wearing gloves. Off-road control switches are easily organized on an overhead console. Water-resistant fabric seats are standard on Trail models, while leather is standard on Limited and optional on SR5. The Limited also has Smart Key keyless entry with push-button start and automatic dual-zone climate control.
The front seats have a greater range of adjustment than before, and the sculpted front seatbacks increase second-row knee room. The second-row seats recline up to 16 degrees, and (available) third-row access is improved with a one-touch walk-in function. The 40/20/40 second-row and 50/50 third-row seats fold flat, the former without removing their headrests, the latter using convenient one-touch mechanisms on their sides, or at the rear. Another great convenience feature is an available slide-out cargo deck that doubles as sheltered outside seating (for up to 440 pounds) and comes with a 6.4-liter storage box behind the rear seat.
The base SR5 8-speaker AM/FM/CD audio gets upgraded on the Trail grade with MP3 capability, integrated XM Satellite Radio (with a 90-day trial subscription), a USB port with iPod connectivity steering wheel controls and Bluetooth hands-free phone and music streaming capability. An optional 15-speaker JBL premium system has a six-disk CD changer and a way cool Party Mode setting that raises the bass and transfers equalization to the rear for tailgating.
Although the full-frame, truck-based SUV market has dramatically shrunk due to fuel economy concerns, this versatile and relatively fuel efficient new 4Runner may be an excellent choice for those who still want or need one, especially for serious off-road usage.
autoMedia.com, provides automotive information designed to inform, enlighten and entertain the most discriminating car enthusiast. Serving consumers automotive advice they can trust, learn more about the 2010 Toyota 4Runner, including detail specifications, safety features and warranty information, along with details on all Toyota models, go to http://www.automedia.com
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