“Everyone says Toyota is the best company in the world, but the customer doesn’t care about the world. They care if we are the best in town or not. That’s what I want to be.” – Akio Toyoda, Toyota CEO
Toyota is your bigger, tougher buddy who always has your back. This brand is widely known for its reliability, but what events preceded its reputation?
- The 80-year-old Toyota motor corporation was founded in Japan but now has a worldwide presence.
- Their logo symbolises the unification of the hearts of their customers and the heart of Toyota products. The background space represents Toyota’s technological advancement and the boundless opportunities ahead. Even in 1990 Toyota knew what was important.
- “Everything keeps going right, Toyota.” This statement has been the brand’s slogan ever since it was first launched in South Africa and not a day has gone by that they’ve abandoned their promise. Over 80% of Toyotas sold in South Africa over the past 20 years are still on the road.
- Toyota is not only faithful, they are consistent. Toyota remained the most valuable automotive brand for the 11th consecutive year in 2017.
For the most part of their 80 years of existence, Toyota matured like a person; which means that by now this brand is a grandpa with the personality of a grandpa, attractive only to other grandpas and, on the off chance, grandmas. Their steady, trustworthy personality may never fail but it can become boring. That’s why, in recent years, Toyota decided to get a facelift.
Let’s be honest: in this day and age, age can be defied. Toyota’s marketing efforts now focus on their younger consumers. Their humorous campaign featuring a boxer dog named Buddy with the tagline “a generation of adventures” was a massive effort to appeal to millennials.
Toyota, producing the goods once again, know their consumers inside out. This was proved with the launch of the first mass-produced hybrid vehicle, the Prius. One of millennials’ most prominent consumer values is investing in sustainability. Toyota knows this, obviously, because they know everything, and the Prius proved to be a big success, overtaking sales numbers of the Tesla, mostly because of the general affordability of a Toyota vehicle. The Merai – a car with water as its only emission – was launched in 2014 and exceeded sales targets as well.
A different campaign focused on even younger consumers – this time children. Grandpa Toyota believes in starting ’em young. The Toyota Dream Car Art contest invites children from all corners of the world to share their ideas about the future of the automotive industry by drawing their dream cars. By introducing children to the product, Toyota creates lifetime customers who will regularly be reminded of Toyota’s presence throughout their upbringing.
“We at Toyota believe in sharing imaginations and ideas with the world.”
Considering all Toyota’s successful marketing efforts, one has to wonder how they manage to get inside the heads of different consumers of all ages. The answer is surprisingly simple: Grandpa Toyota knows what it’s like to be young. After all, that’s exactly what he was 80 short years ago.