High-fliers Toyota, Honda are struggling, too

Toyota was supposed to clean up this fall, with its rock-steady finance arm and an ad blitz to promote 0 percent lending. Likewise, Honda, with a lineup of fuel-efficient cars, looked ready to ride out the storm. But Toyota's promotion has been a disappointment, And while Honda has surpassed 10 percent market share this year, it has staggered since September. Some Honda dealers complain that the company isn't doing enough to jump-start sales. The dealer ad associations are running the same commercials regionally.
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