As the Toyota Motor Company makes every effort for damage control over the brake debacle, the rest of the automotive manufactures are driving this event forward to try and take additional market share. Ford Motor Company was the first to lead the charge in an automotive advertising campaign that targeted the Toyota customers that are teetering on the fence. With Ford’s recent successful restructuring results tilting the till in their direction they are wasting no time on an opportunity to capture more of the automotive market.
 

Toyota has handled their recent issues with acknowledgement, solution, and now damage control. I would anticipate this automotive giant to aggressively attack their customer base with some fantastic, high value incentives to stay with them through what has turned out to be the largest recall in automotive history. I think they really showed how fast they could react corporately, unlike some lumbering giants in our industry that may have handled this different and more importantly less responsive.   It will be interesting to watch as we continue to see the onion peel back and a fast paced automotive company react with precision.