Huge costs need to be cut out of advertising and marketing, said Jim Press, general manager of Toyota Motor Sales USA's Lexus division. "Advertising and marketing will be the next frontier," he said at a marketing seminar sponsored by Automotive News
. "The only thing that has gone up faster than the yen is the [cost of] the media . . . The manufacturing costs are going down so substantially" that marketing distribution will represent 60% of a vehicle's cost not long after the turn of the century, he predicted.