Toyota Motor Corp. has endured some scoffing over the sometimes unseemly incentives of several thousand dollars consistently laid on the hood of its all-new Tundra full-size pickup. In July, Edmunds.com estimated Tundra incentives reached a height of $4,625; Toyota execs say they are not at about $3,000.
But at a meeting last week for financial institutions and media, one Toyota executive says so many customers are upside-down, that without big cash incentives, the full-size truck segment is a “No Sale.”
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