Magazine article Marketing

Japanese Big Spenders Drive Car Firms into Aussie Ad Race

Magazine article Marketing

Japanese Big Spenders Drive Car Firms into Aussie Ad Race

Article excerpt

Japanese big spenders drive car firm into Aussie ad race

Japanese car giants Toyota and Mitsubishi are pushing all out for domination of the Australian car market with massive ad spend increases - forcing Ford and General Motors (GM) to double their budgets in response.

Firms with Australian car plants are being forced to promote and discount heavily, because the government's eight-year plan to boost exports requires them to churn out a minimum number of cars to avoid penalties.

Toyota is boosting its ad investment 60% this year to A$33m. Mitsubishi follows with a 17% increase to A$31m. Even with its 100% rise, Ford reached only A$21m and GM, known locally as Holden, spent A$16.5m.

The situation is creating some strange bedfellows. The Australian subsidiaries of Ford and Nissan have penned an agreement to co-produce a medium-sized, four-cylinder car currently known as "Project Matilda."

Nova and Apollo models, promoted by GM, are really Toyotas hiding behind a Holden badge. …

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