Toyota Division will respond to a 41.1 percent April slide in U.S. sales by pushing more leases, reducing interest rates and offering more consumer cash.
This month the company also will begin to boost production of its best-selling car, the Camry, as well as the RAV4 SUV.
The division lost 1.5 percentage points of market share for April, falling behind Ford Division and Chevrolet as the top-selling makes in the United States.
Toyota's share stands at 13.7 percent after four months, down from 13.9 at the start of the year.
"We're confident we will grow market share through 2009," Bob Carter, division general manager, said on a conference call to discuss April results.
The new ad campaign, called "Perfect Timing," started Friday and will intensify during the week of May 11, Carter said.
It will be catered to regional needs and include almost every Toyota model.
Carter said the promotion will focus primarily on leases in the East and interest rates as low as 0 percent in areas including the West and Midwest.
Carter said there will be an "enhanced package" of incentives compared with what Toyota currently offers. He didn't elaborate.
Starting this month through August, the sales unit is asking its manufacturing operations for increased production of the Camry and RAV4 because of dealers' requests.
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He said stocks for all Toyota models have been reduced to a 58-day supply and supplies of some have gotten too tight. He declined to say how many more units will be built.
Combined sales of Toyota, Scion and Lexus models fell 41.9 percent in April, the steepest drop for Toyota Motor Sales U.S.A. Inc. this year. Industry sales dropped 34.3 percent for the year's smallest decline.
