March Madness is just around the corner and one car company isn’t going to be left out of the frenzy this year. Toyota has had a rough ride already in 2010 with the numerous recalls (more here). However, Toyota seems to be planning a come back beyond the assurance commercials we reported last week. Taking a page from GM, Toyota is said to be planning some significant incentive campaigns that will kick off in March.

Don Esmond, senior vice president of automotive operations at Toyota Motor Sales U.S.A Inc. said in an interview with Automotive News, ““It won't be a fire sale like people thought GM and Chrysler had when they were in trouble. But we will be competitive.” Those plans to be competitive apparently stem around March incentives like extending new car warranties, giving owner loyalty cash, warranties for used vehicles, cash to dealers to help more discretely take care of problems not handled by recalls and providing assistance to dealers to pay for floorplanning of used-car inventory.

Bottom line—Toyota wants its consumers to believe in them, they want them to be assured that they are doing everything to correct the current problems and prevent future problems and it looks like they are willing to back-up their claims with a little bit of financial support.


[Source: Automotive News - Sub. Req.]