Now that the recall and vehicle safety issues for the brand have for the most part passed, Toyota launched a new branding campaign 2/21 highlighting its leadership position as the best-selling retail brand in America. The “#1 For A Reason” effort reminds consumers why Toyota continues to be the top brand consumers turn to when buying a new car.
The campaign will continue throughout March. Broadcast and online rolled out nationally on 2/21, with print ads beginning in March. Regional-specific broadcast spots will also run during the same timing and will call out some of the special interest rates and zero-percent financing offers customers can take advantage of throughout the month.
It highlights some of the sales accomplishments Toyota vehicles have achieved throughout the years, as well bring attention to notable third-party awards Toyota has received for its leadership in safety and overall value. Featured in the commercials will be Camry, Corolla, Prius, RAV4 and Tacoma.
RBR-TVBR observation: We’re not sure where they’re getting the figures to back up the campaign, and have sent a request asking. In 2009, Toyota definitely beat GM for the top global seller, recording 7.2 million global sales to GM’s 6.4 million. But in 2010, Toyota barely won the crown, topping G.M. by about 30,000 units. The top spot for US auto sales in 2010 was Ford, which passed Toyota as No. 2 in U.S. auto sales with 1.97 million vehicles sold in 2010, compared with Toyota’s sales of 1.76 million (NY Times, Bloomberg, CNN figures). In Jan, 2011, Toyota was third in total sales, behind Ford and GM. Also in Jan. Toyota was #2 in total cars, still behind GM, according to WSJ.
