In a bow to the power of the weak U.S. dollar, AP reports that Toyota Motor Corp. (NYSE: TM) is raising prices on some of its lower-priced cars. A weak dollar relative to the Yen puts downward pressure on earnings for Toyota since sales in dollars get translated into fewer Yen -- the currency in which Toyota reports earnings.

So, Toyota is trying to raise prices on its more popular, higher gas mileage models in the U.S. figuring it will lose less market share because of the strong demand as consumers -- sickened by paying so much of their income for gasoline as it powers through $4 a gallon -- scramble for Toyota's more fuel-efficient vehicles.

AP reports that Toyota's price increases, which will start in the middle of May, include a hike of $200 on the 2008 Yaris sedan, which will cost $12,425. The 2009 Camry will go up $200 to $18,920. The hybrid Camry, introduced as a 2007 model in late 2006, will cost $300 more, at $25,650. For example, the price of the Lexus IS 350 entry sports sedan will rise $300 to $36,305. However, the pricing of the 2008 Lexus IS F high-performance sports sedan won't change.

With Ford Motor Company (NYSE:F) having its worst-ever financial quarter, the global carmaker -- with former Boeing exec Alan Mulally at the helm -- has a very ambitious plan to return to profitability in 2008. Seeing as that time will be here before we all know it, Ford needs to start today to execute the pieces of this strategy that will get it there.

To help that plan along its course, Ford will be taking one of its most popular nameplates in the last few decades and will resurrect the Taurus brand of passenger cars to try to help the passenger car division get back on its feet. The Taurus was so popular in the late 80s and 90s that it makes complete sense for Ford to do this.

The Taurus and Toyota'a Camry had some fantastic battles recently on claiming stake to the most popular car in America. Perhaps Ford wants to try and recapture some of that magic by re-introducing the nameplate in dealer showrooms.

The catch? The automaker's slow-selling but powerful Five Hundred line will be renamed the Taurus -- no real changes (so far) other than that. Ahh, the power of branding.

As The New York Times chronicles the collapse of Ford Motor Company (NYSE:F), the company has decided it is tired of having sand kicked in its face by Honda (NYSE:HMC) and Toyota (ADR)(NYSE:TM)

The U.S. car company will begin advertising its Fusion model as a direct and better car than its competition, the Toyota Camry and Honda Accord. Both Japanese models outsell the Fusion.

Ford's vehicle sales fell almost 8% in the U.S. during 2006.

Ford clearly wants to part with its sissy boy image and show that it is not going to be pounded to a pulp by its Japanese competitors. Not, at least, without a fight.

It may even work.

Douglas A. McIntyre is a partner at 24/7 Wall St.