Prius pricing for 2005 announced

The 2005 model year Prius continues to be an excellent value, with a base MSRP of $20,875. The increase of $580 reflects the addition of intermittent rear wiper as standard equipment, leaving a nominal increase of only $400, or 2% of MSRP.

___________________________________________________
Date: August 18, 2004

To: All Los Angeles Region Toyota Dealers

Subject: Exclusive Offer Customer Mailing –

$700 2005 Toyota Prius Customer Accommodation Certificate

Program Dates: Valid through March 31, 2005

Toyota Motor Sales U.S.A. is pleased to announce a special Customer Accommodation Certificate (sample attached) to customers whose orders were taken and entered into the Customer Interest Response System (CIRS) by 3/10/04. The certificate mailing will be sent on August 20, 2004. The certificate can be used for one of three options:

$700 toward the purchase or lease of a 2005 model year Prius
$300 toward the purchase or lease of a 2004 model year Prius
$700 toward the purchase or lease of any other new 2004 or 2005 Toyota vehicle

Customers will be invited to visit their local Toyota Dealer, agree to purchase/lease terms, and then present the certificate to the Dealer. Those who take advantage of the certificate may choose to receive a check directly from Toyota or apply the certificate toward the purchase/lease of a new vehicle. This certificate can be used in conjunction with other applicable offers.

To help ensure that our mutual customers have a positive experience (and to minimize any delays in processing), we wanted to provide you with an advance copy of the terms and conditions, as well as redemption instructions, from the certificate.

Please take a moment to review these and the sample certificate now, so that you can contact your District Manager or Region Merchandising Manager (or the National Customer Experience Center, at 1-800-331-4331) with any questions you may have.

Program Terms and Conditions

Offer valid through March 31, 2005.
Certificate valid for:
· $300 toward any new, unused and unlicensed 2004 Toyota Prius purchased/leased from an authorized U.S. mainland or Alaskan Toyota dealership.

· $700 toward any new, unused and unlicensed 2005 Toyota Prius or any other new, unused and unlicensed 2004 or 2005 Toyota vehicle purchased/leased from an authorized U.S. mainland or Alaskan Toyota dealership.

Must be 18 years of age and have a valid drivers license.
Completed certificate and required documentation must be received at Prius Customer Accommodation Certificate Headquarters by April 15, 2005.
Offer void where prohibited.
Only an original signed certificate will be honored; mechanical reproductions or facsimiles are not valid.
This offer can be used in conjunction with other applicable offers.
One certificate per customer.
This certificate is non-negotiable and non-transferable.
Please allow 6-8 weeks from receipt of completed certificate for processing.
Dealers:
· If the certificate is applied to the transaction, the customer must tender the signed certificate to the Dealer for processing.

· All certificates are subject to audit; any rollbacks or invalid certificates will be charged to the selling/leasing dealer.

· Send completed certificate and a copy of the bill of sale/lease agreement/retail contract to program headquarters. Note: the applicable certificate credit must be separately stated on the bill of sale/lease agreement/retail contract.

All matters of program eligibility and qualifications will be conclusively resolved by Toyota Motor Sales, U.S.A., Inc.; Toyota Motor Sales reserves the right to change product specifications at any time without incurring obligations.

Customer Redemption Instructions (check to be sent directly to Customer)

1. Customer will select their new Toyota vehicle and agree to purchase/lease terms with any authorized U.S. mainland or Alaskan Toyota dealership.

2. Customer will present the certificate and have the dealer validate the purchase/lease by signing where indicated.

3. Customer will mark the appropriate box to indicate they choose to receive a check directly from Toyota

4. Customer to send:

Completed original certificate
A copy of the bill of sale/lease agreement/retail contract
Mail to:

Prius Customer Accommodation Certificate Headquarters

19001 S. Western Avenue
Torrance, CA 90509
Attn: IAG, Mail Stop G316

5. Retail delivery must be made by March 31, 2005.

Dealer Redemption Instructions (certificate applied toward down payment or lease obligation)

1. Customer will select their new Toyota vehicle and agree to purchase/lease terms with any authorized U.S. mainland or Alaskan Toyota dealership.

2. Customer will present the certificate and have the dealer validate the purchase/lease by signing where indicated.

3. Customer will mark the appropriate box to indicate they want the certificate to be applied to their transaction by the selling dealer (applied toward the down payment or lease obligation).

4. Customer to tender the signed certificate to the dealer for processing.

5. Dealer to send completed original certificate with exclusive certificate number and a copy of the bill of sale/lease agreement/retail contract to:

Prius Customer Accommodation Certificate Headquarters
19001 S. Western Avenue
Torrance, CA 90509

Attn: IAG, Mail Stop G316

6. The applicable certificate credit must be separately stated on the bill of sale/lease agreement/retail contract.

7. All certificates are subject to audit; any rollbacks or invalid certificates will be charged to the selling/leasing dealer.

8. Retail delivery must be made by March 31, 2005.

9. Completed certificate and required documentation must be received at Prius Customer Accommodation Certificate Headquarters by April 15, 2005.