Japan

Advertising and Publicity

1996-2000

Making Environmentally-Friendly Cars as a New Century Nears

Even in the second half of the 1990s, there was no end in sight to the economic stagnation that started with the bubble's collapse.

The waning Japanese automotive market showed signs of expansion for a time around 1995, but thereafter contracted suddenly, bringing annual sales to below four million units in 1999, the lowest number in 14 years. At this time, the Japanese automotive market became primarily focused on replacing retired vehicles.

All-Toyota faced tough conditions as its market share dipped below 40% from 1996 to 1998.

It took back its 40% market share in 1999, however, by riding the minivan boom that started in the mid-1990s, rolling out the Ipsum (1996), Corolla Spacio (1997), and Gaia (1998), as well as three Car of the Year Japan award-winning models: the Prius (1997), Altezza (1998), and Vitz (1999).

Ipsum

Ipsum

In product advertising, Toyota targeted the family demographic by creating an original mascot character, Ipoo, for product announcements of the Ipsum, released in 1996. It also sought to attract new customers to dealerships by hosting major test-drive events and by conducting joint advertising for the Townace Noah and Liteace Noah, also released in 1996.

In 1997, Toyota started running TV commercials to promote its Toyota Welcab series for the disabled and elderly.

Meanwhile, in technology advertising, Toyota promoted All-Toyota's wide safety initiatives, including the release of its collision-safety body (GOA) technology, and its completion of making ABS and airbags standard on all Toyota vehicles in 1996.

In light of growing public awareness of environmental issues, Toyota launched company advertisements called the Toyota Eco Project. The ground-breaking and large-scale advertisements, which introduced Toyota initiatives while presenting various environmental themes such as carbon dioxide reductions and waste issues, went past their goal of maximizing the impact of the new Prius release by having a major effect on society.

A company ad for the Toyota Eco Project

A company ad for the Toyota Eco Project

Amidst all this, Toyota took its 60th anniversary in 1997 as an occasion to embark on a major organizational reform of its domestic sales and marketing division. With its new medium-term plan, 'Vision 2000', in 1998 Toyota made a clearer distinction of its five domestic sales channels, and also experimented with brave new forms of marketing, such as the 1999 opening of the Mega Web showroom in Tokyo.

Year
Month
Events
1996
January
Collision Safety Body (GOA) advertising commenced
May
Ipsum debuted; 'The season for family' ad campaign conducted
August
Carina completely redesigned; 'I love this drive.' ad campaign conducted
September
Mark II completely redesigned; 'A car you can believe in' ad campaign conducted
1997
January
Toyota Eco Project advertising commenced
October
All-Toyota 'Couponpon' mascot campaign
October
Prius debuts; 'Just in time for the 21st century' ad campaign commenced
October
TV advertising commenced for the Toyota Welcab series of vehicles for transporting the disabled and elderly
December
Harrier debuted with 'Wild but Formal' ad campaign
1998
February
Toyota sponsors the Nagano Winter Olympics
April
Toyota Rent a Car advertising commenced
September
Duet debuted with 'My little Toyota' ad campaign
September
Announcement ads for the new Netz sales channel suggest new brand images such as fun and excitement
1999
January
Vitz debuted; 'My car in the 21st century' campaign conducted
April
'Trade-in mode' campaign launched
August
FunCargo debuted; 'Mobile Space. Fun!Car!Go!' campaign conducted
August
Platz debuted; 'I'm off to the 21st Century' campaign launched
October

Line-off ceremony marking cumulative domestic production of 100 million vehicles

Campaign conducted commemorating 100 million Toyota vehicles produced in Japan
2000
January
New company slogan, 'Drive Your Dreams. Toward a new future for people, society, and Earth. TOYOTA' employed
May
Opa debuted; 'The next' campaign conducted
August
Corolla completely redesigned; 'The thrill of change' ad campaign conducted
August
Celsior completely redesigned; 'At the top. Always.' ad campaign conducted

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