Toyota Creates Total-Market Marketing Model
Toyota Embraces Changing Face of U.S. Market
TORRANCE, Calif., Dec. 18, 2013
TORRANCE, Calif., Dec. 18, 2013 /PRNewswire/ --Walk into any dealership in
the United States today, and you will notice the vast diversity of customers
shopping for vehicles. In the changing marketplace, the multicultural
customer is the new mainstream. In fact, according to US Census data, 88
percent of all future population growth will be from multicultural consumers
Over the last 20 years, Toyota has emerged as the number one brand among
Hispanic, African American and Asian American markets. To make sure Toyota
continues to address the needs of the new marketplace, the manufacturer will
adopt a more cohesive marketing approach to paid, earned and owned media by
placing previously separate agencies into a total market model, called Total
Toyota or T^2. While the agencies remain separate and distinct business
units, they will collaborate under the T^2 umbrella. To complement the agency
approach, Toyota's in-house multicultural marketing team will now be
integrated across all product marketing teams.
In line with Toyota's move towards greater North American autonomy, the new
marketing approach reflects the diversity of the US population, unique among
the regions in which Toyota operates.
Saatchi & Saatchi Los Angeles – which is owned by Publicis Groupe and has been
Toyota's advertising agency of record for more than 20 years – will lead the
new model. Joining Saatchi are four additional agencies with decades-long
Toyota partnerships. Three of the agencies have Publicis ties, including
Burrell Communications (African-American), Conill Advertising (Hispanic), and
Zenith (broadcast and out-of-home media buying). InterTrend Communications, an
independently-owned and operated agency focused on the Asian-American
consumer, also joins the model.
The introduction of T^2 allows Toyota to focus even more clearly on its
customers with communication and marketing that best represents their
sensibilities and shopping preferences. The new model delivers on Toyota's
"Let's Go Places" promise to serve as a model for innovation, enriching lives
and connecting with customers in new ways.
T^2 incorporates best practices from other global industries and covers the
spectrum of advertising and creative communications. One of T^2's main
responsibilities will be devising and implementing ideas that make sense in
the increasingly diverse total market. This allows Toyota to:
oIncrease its media impact
oLeverage combined creativity and cultural sensibilities through focused
oConnect with customers in the right way
Integration of agency marketing efforts has begun and will be operational when
Toyota begins its 2015 fiscal year, on April 1, 2014.
"Toyota's new marketing model represents another step in our efforts to meet
the changing needs of the US marketplace," said Jack Hollis, Vice President of
Marketing, Toyota Motor Sales, U.S.A., Inc. "In the past, our multicultural
agencies have operated separately. Bringing the teams together will help
Toyota maintain brand leadership and connect with consumers in ways most
relevant to them."
Toyota, the world's top automaker and creator of the Prius, is committed to
building vehicles for the way people live through our Toyota, Lexus and Scion
brands. Over the past 50 years, we've built more than 25 million cars and
trucks in North America, where we operate 14 manufacturing plants and directly
employ nearly 40,000 people. Our 1,800 North American dealerships sold more
than 2.3 million cars and trucks in 2012 – and about 80 percent of all Toyota
vehicles sold over the past 20 years are still on the road today.
Toyota partners with philanthropic organizations across the country, with a
focus on education, safety and the environment. As part of this commitment,
we share the company's extensive know-how garnered from building great cars
and trucks to help community organizations and other nonprofits expand their
ability to do good. (NYSE:TM)For more information about Toyota, visit
Contact: Sona Iliffe-Moon, Toyota Motor Sales, USA, Inc., T: (310) 468-6721,
E: firstname.lastname@example.org, or Jaymie Robinson, Toyota Motor Sales, USA,
Inc., T: (310) 468-1421, E: email@example.com
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