Japan
Advertising and Publicity
1956-1960
Promoting Motorization
By the late 1950s, social order in Japan had become stable. The emergence of the television and the spread of household appliances now made daily living enjoyable, which contrasted greatly with the poverty Japanese people faced in the first years after the war.
As the Japanese economy steadily grew, national income also rose, and the dream of owning a car became a reality.
During these times, Toyota worked hard to promote widespread use of automobiles. It did so by actively staging various promotional events, by opening a driving school and thus increasing the number of driver's license holders, and by promoting auto enthusiasts.
Meanwhile, Toyota quickly got to work developing passenger cars for the general public in tune with its mission to make automobiles that are affordable to everyone. Backed by strong Crown sales, Toyota penetrated new markets with the Corona and announced its first car for the masses, the Publica.
Year |
Month |
Events |
|---|---|---|
1956 |
April |
50,000 km drive from London to Tokyo in a Toyopet Crown sponsored by Asahi Shimbun Publishing Company |
May |
Public contest to choose nickname of Toyopet Light Truck concludes with 'Toyoace' |
|
December |
Nippon Television Network Corporation broadcasts 'Sakurai Musical', first TV show sponsored by a company in Japan's automobile industry |
|
1957 |
May |
Chubu Nippon Drivers' School opened in Nagoya, marking Toyota's first enterprise to increase the number of driver's license holders |
August |
Finishes the race in third place among foreign cars |
|
August |
Drawing held at Nihon Gekijo in Tokyo to give away 50 Corona ST10s in celebration of 300,000 units produced |
|
December |
Land Cruiser donated to 30,000 km exploration in South America sponsored by the Sankei Shimbun Publishing Company. |
|
1958 |
June |
First legitimate road race in Japan, the Yomiuri Around Japan Rally, hosted through tie-up with the Yomiuri Shimbun Publishing Company. |
August |
- Crown exhibited in its place after the launch of the Crown RS21 |
|
1960 |
February |
Revolutionary teaser ad campaign launched before release of the new Corona PT20 generates media attention |
October |
Sponsored by Chunichi Shimbun Publishing Company. the new Corona (export specifications) departs on global tour, the first of any Japan-made car; Completes all 60,000 km of courses in Europe and the U.S. in July 1961 |
|
October |
|
