Magazine article Marketing

Toyota Aims Corolla at Young Market

Magazine article Marketing

Toyota Aims Corolla at Young Market

Article excerpt

Toyota is to raise the stakes in the mid-sized car market with a [pounds sterling]9m campaign to rid its Corolla model of its reliable but dowdy image and relaunch it as the choice for 30-something consumers.

The car manufacturer is to spend the money over three months on above-the-line ads. It aims to change Corolla's dull image and attract consumers in their 30s and 40s.

The campaign supports a complete relaunch of Corolla, which has been redesigned to bring it in line visually with the rest of Toyota's range. New features include a CD player and power windows.

The move will pit the Corolla head-to-head with brands such as Ford Focus, VW Golf and the Peugeot 307, which lead the lucrative midsized market.

"The current perception is that it's a sensible choice, it doesn't break down, but it's a little bit dull," said Toyota marketing director Paul Philpott. "That's resulted in the average Corolla buyer being about ten years older than the norm. …

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