Japan
Advertising and Publicity
1981-1985
Competing with New Technologies, Actively Promoting Sales
In the early 1980s, economy cars with better fuel economy and more interior space, and high-performance vehicles-sparked by the sale of turbocharged engines-drew considerable attention.
Achieving differentiation in advertising became a major challenge in this period, as demand from young and female segments grew enough to sway market trends, and as, in terms of products, the number of vehicles based on a shared framework and differing exteriors grew and a shift to front-engine, front-wheel drive vehicles hit markets in 1978.
In company advertising, Toyota made a strong push for its next generation Light-weight Advanced Super Response Engine (LASRE), initiated with the debut of the Soarer in 1981.
Later, Toyota raised awareness of its technological prowess by promoting its Pegasus next-generation suspension system.
With the slogan 'Fun to Drive,' Toyota also conveyed its approach to car manufacturing and presented itself as a company that is meeting the new demands of a society that values mobility.
In response to an evolution in sale strategies, Toyota also lent support to dealers, including holding collaborative events to attract more customers.
Year |
Month |
Events |
|---|---|---|
1981 |
February |
Toyota becomes sponsor of the Toyota Cup intercontinental soccer tournament |
February |
|
|
July |
'LASRE' campaign commenced |
|
1982 |
January |
New Corona campaign, 'The Stage was Waiting' conducted |
March |
All-Toyota collaborative event held; All Toyota dealers open on Sundays |
|
March |
|
|
1983 |
September |
New Crown ad campaign, 'A Crown, Someday', commenced |
October |
New Corona FF sedan released; 'Our Attraction-The Pull of Corona' ad campaign commenced |
|
1984 |
March |
Pegasus campaign commenced |
March |
'Fun to Drive' company campaign commenced |
|
April |
Celica wins the Safari Rally |
|
May |
New Carina FF campaign, 'Like a Man, Like a Sedan', commenced |
|
June |
|
|
October |
First campaign targeting women, 'Oh, was that so?', commenced |
|
October |
New Starlet campaign, 'Flat-out Fast', commenced |
