Despite the horribly irritating ad campaign, it turns out that Toyota was not quite "Saved by Zero." In fact, the automaker actually lost market share during the period that it was offering zero-percent financing deals on many of its most popular models, leading many dealers to call for good old-fashioned cash incentives instead. Toyota's been listening and has announced a series of cash-back bonuses, including on the midsize Camry, compact Corolla and even the 2009 Prius hybrid. Of course, big trucks get in on the rebate game, garnering rebates of up to $4,000 depending on the model year, but the Prius' $750 incentive may be enough to get a few consumers off the fence ahead of the redesigned 2010 model. With stiff competition on the way from the Honda Insight as well as the Ford Fusion Hybrid, Toyota will likely need to work harder that it has in the past to move its hybrid hatch.

[Source: Automotive News - sub. req'd]

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