Since the US government shutdown, many people associated with the government, from federal employees or third party companies that work forthe government have been hit hard financially as there is no work or money made. Because of the economic hardship, and financial troubles created by the government shutdown, the Korean car company Hyundai announced that they will allow federal workers impacted by the shutdown to defer loan and lease payments (Hyundai News Site) on their Hyundai’s. This has become a PR success for Hyundai.
After this news of Hyundai’s generous appeal, the largest Japanese car company, Toyota follows in similar footsteps trying to create the same public image, except, with a larger approach. Toyota stated that as of October 14th, 2013, they will give 3 months deferral on payments for any customer affected by the shutdown, not just federal employees, for Toyota and Lexus (Bloomberg Business). Toyota has realized the widespread impact of the government shutting down, not only on federal employees, but many other businesses and firms that associate with government projects. 
This example shows two different self marketing strategies between two competing companies. Hyundai first started the approach of making it easier for people to pay, but Toyota made it even better.