Japan

Advertising and Publicity

2001-2005

Car-making for the 21st Century: Strengthening Domestic Sales Channels with an Eye to the Future

As the world greeted the 21st century, individual lifestyles and company business models changed at a pace never before seen.

The Japanese automotive market had become cyclical, selling just four million units per year, with no longer any hope for expansion; Toyota ended 2002 on a very weak note, posting only 1.68 million units.

While downsizing of vehicles progressed around this time, the minivan boom reached its peak, with cab-wagons, a similar vehicle type, also selling well.

Toyota responded to customer voices by launching a series of models, including the ist (2002), Wish (2003), Passo (2004), and Isis (2004).

In advertising, Toyota focused its message on its drive to always stay ahead of the times, presenting the Estima Hybrid, released in 2001, as the car of the future that harmonizes with the global environmental, based on the concept, 'technology for the next century', and announcing the 2003 Prius with 'The future begins at last'.

Estima Hybrid

Estima Hybrid

Based on the promotional theme, 'Drive Your Dreams 2002', advertisements in 2002 introduced Toyota's activities, for instance its competing in Formula One, while conveying a sense of scale and highlighting the company's intrepid spirit. The 'More Than Best' campaign that started in 2004 expressed Toyota's hunger for new challenges through coordination with the 2004 Athens Olympics and Toyota's pavilion at Expo 2005 Aichi, Japan.

To respond effectively to future changes in customer values and structural changes in the market in this period, Toyota in 2003 announced the GNT Plan (a new product and distribution policy), through which it implemented a comprehensive sales program that closely coordinated activities for new vehicles, used cars, and services across All-Toyota as automotive markets became cyclical.

Year
Month
Events
2001
May
Ipsum completely redesigned; 'Minivan, tomorrow'
June
Estima Hybrid debuted with 'Technology for the next hundred years' ad campaign
September
All-Toyota 'One More Dream' ad campaign conducted
November
Noah completely redesigned; 'With Noah, dreams come true' campaign conducted
November
Voxy debuted; 'I am a father' ad campaign conducted
2002
January
New Mark II Blit announced; 'With you, wherever you go' ad campaign conducted
March
Toyota competes in Formula One Grand Prix
May
ist debuted; 'for your ist' ad campaign conducted
October
WiLL Cypha debuted; 'The car you raise' ad campaign conducted
October
Land Cruiser Prado completely redesigned; 'It won't be tamed' ad campaign conducted
2003
January
Wish debuted with 'Wish comes true' ad campaign
August
Advertising of Hybrid Synergy Drive commenced
September
Prius completely redesigned; 'The future begins at last' ad campaign conducted
December

A product ad for the 'Zero Crown'

Crown completely redesigned, becoming Zero Crown
2004
April

Company campaign, 'More Than Best' (Cameraman: Eiichiro Sakata)

Company campaign, 'More Than Best', launched
May
New Netz campaign, 'Netz make the style' ad conducted
June
Passo debuted; 'Toyota's smallest! Mini toyota' ad campaign conducted
November
Mark X debuted; 'X-BODY-The spirit of its drive resides in its bones' campaign conducted
2005
January
Vitz completely redesigned; 'Water, Air, and Vitz' ad campaign conducted
August
Lexus brand launched in Japan
August
Lexus GS and Lexus SC debuted; 'Premium that makes you smile' ad campaign conducted
September
Lexus IS debuted
October
Ractis debuted; 'Update! Your Life. RACTIS' campaign conducted
December
bB completely redesigned; 'Toyota Music Player: bB' ad campaign conducted

Back to Top