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Toyota promotes rare discount in Japan as COVID stalls sales

With offer of up to $900, automaker raises sales target by 100,000 to 1.4m units

Toyota makes a crucial push to maintain its core strategy of producing an annual 3 million vehicles in Japan. (Photo by Akira Kodaka) 

NAGOYA -- Toyota Motor has discounted the high-end Aqua hybrid as well as Lexus models by up to 100,000 yen ($934) in an effort to boost Japan sales amid a pandemic-induced slowdown, Nikkei has learned.

In addition, Toyota will take the financial hit, a move even rarer than discounting cars in Japan, rather than push the burden onto dealers.

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