Ford and General Motors have launched incentive campaigns aimed at attracting Toyota customers.
"A lot of these customers were our customers ... and they're looking for help, and we want to provide help," said GM's Steve Hill, general manager of retail sales support.
Toyota has been rocked by a widespread problem of faulty brake pedals in many of its vehicles.
GM's incentives include lease pull-aheads, zero-percent financing and $1,000 down payments to get into GM vehicles for Lexus and Toyota owners.
Ford is adding $1,000 on trade-ins of Toyota, Lexus, Scion, Acura and Honda models.
Jake Fisher, a Consumer Reports senior automotive engineer, said this is a rare chance to lure Toyota drivers.
"It's very difficult to pry someone away from Toyota," Fisher told the Detroit Free Press.
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