Japan

Advertising and Publicity

1966-1970

The Burgeoning Middle Class and the Dawn of the Family Car Era

With the Osaka World's Fair set to take place in 1970, this was a time when the public debate focused on how to solve Japan's population density and pollution problems-one solution to which was the development of a high-speed transportation network that would connect all of Japan and promote the industrialization of rural areas that were facing depopulation.

More and more families wanted their own car, and Toyota responded by releasing the Corolla in 1966. It won over buyers with the wildly popular catchphrase, 'An Engine with an Extra 100cc. Corolla, like a Panther.' This, coupled with the model's driving performance, took consumers-and the passenger cars for the general public market-by storm.

In the year 1970, one in every 3.3 households owned a car, marking the official start of the family car era in Japan.

Automobile demand was also diversifying, and Toyota replied with a broad selection of models.

Toyota made novel attempts in advertising as well, in line with market changes and a forward-looking marketing strategy. A notable example of this was the success of its 'White Crown' campaign in 1968.

Year
Month
Events
1966
March
'New Publica World Quiz Campaign' held
April
Toyota Sukiyabashi Center opened in the Sony Building
April
Company advertising campaign launched focusing on the automobile 'triple crown' of production, registered vehicles, and exports
October

A speed trial of the Toyota 2000GT

Toyota 2000GT speed trials conducted in Yatabe, Ibaraki Prefecture.
Sets three new world records and 13 new international records (FIA sanctioned in December)
October
Corolla KE10 announced; 'An Engine with an Extra 100cc' campaign launched (from September)
1967
June
Promotional video The 2000GT Speed Trials earns top award in 1966 Japanese Industrial Film Competition hosted by the Mainichi Newspapers Publishing Company.
1968
February
'White Crown' campaign launched, targeting private car owners
October
Quick trip around the world held as launch event for the Mark II (RT60)
1969
March

A traffic safety campaign for kindergarteners

All-Toyota Traffic Safety Campaign held; 'Active Safety' campaign held in August
August
Trans-Africa drive completed in a new Publica (KP30) and Land Cruiser
October
Company advertisements communicate Toyota's approach to defective vehicles
1970
March
Nationwide campaign staged to reduce carbon monoxide pollution
August
Publica partially redesigned; 'Guts! Publica' campaign held
December

Celica

New launch campaigns, 'Taste Love with Celica'(Celica) and 'A compelling car for compelling men' (Carina), commenced

Back to Top