• Wall Street Journal, Thursday, September 17, 2009 10:40 AM

Toyota will attempt to revitalize sales in the North American market by mounting a $1 billion marketing blitz in the fourth quarter -- a 30% to 40% bump in its usual spending, sources tell Kate Linebaugh. It also plans to expand its line of Prius gas-electric hybrids and will market it as a subbrand within the Toyota brand, according to dealers attending a meeting with Toyota President Akio Toyoda and his top U.S. lieutenant in Las Vegas.

The Prius name is "an industry leader and has got such great brand recognition," says Peter DeLongchamps, a vp at Group 1 Automotive a national dealership chain. The expansion plan "makes sense."

As far as the ad blitz goes, says Irv Miller, group vp for public affairs at Toyota: "You can't play defense forever. It's time to play offense." Toyoda also is encouraging differentiation in vehicles for various markets. But sales for the Venza wagon, which was tailored for the North American market, have been slow, with only 34,678 sold in the first eight months of the year.

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