Toyota told dealers assembled at a national dealer meeting this week that they would no longer be permitted to advertise vehicle prices below invoice.
Toyota is implementing the prohibition beginning Jan. 1 and will begin enforcing the new ad covenants on April 1, Toyota confirmed in a statement Thursday.
As Automotive News reported last month, Toyota is following in the footsteps of Honda with its below-invoice advertising ban to help hold retail prices and prevent bait-and-switch tactics.
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