With the recent Toyota PR disaster, many dealers have had to decide whether or not to pounce on their longtime rivals. While some dealers have taken a “why kick the competition when they are down” approach, others have chosen to seize the opportunity and are watching their market share soar as a result. As an automotive advertising specialist, I believe that when the news favors your brand, it is an opportunity to change the buying cycle. This philosophy applies not only to the current Toyota issues, but to any brand at almost any given time.
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