Magazine article Marketing

50 Years of Fame: Brandfame - Toyota

Magazine article Marketing

50 Years of Fame: Brandfame - Toyota

Article excerpt

Toyota's drive up the UK motor chart has been turbo-charged over the past decade thanks to TV. Although the Japanese manufacturer has been selling cars in the UK since 1965, it had been badly affected by import quotas.

Following the abolition of quotas in the late 80s and the opening of a manufacturing plant in Derbyshire in 1992, the time was right to boost its advertising.

The arrival of its small four-wheel drive RAV4 in 1994 took Toyota into a new sector, while a quirky ITV campaign by Saatchi & Saatchi started its love affair with TV, as well as broadening the marque's appeal.

The result was that sales shifted up a gear, increasing from 60,000 cars a year to 90,000 by 1999, boosting profitability and revenue for the company and its dealers.

In 2002, Toyota increased media spend significantly to back an aspirational, TV-focused campaign in which it relaunched the Corolla as 'a car to be proud of'.

The relaunch was backed by a series of humorous ads featuring 'real' people doing 'real' things. One execution shows a schoolgirl running over to a Corolla at the school gate and getting into the car, before the female driver turns round and asks: 'Isn't that your mother over there? …

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