Eddielogic

– Thoughts on Strategy and Management

Toyota in Germany – Update

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AurisAbout one month ago I predicted that Toyota will invest more efforts in the German market soon. So far it seems as if this prediction is in tune with reality:
Today, German newspaper Handelsblatt writes that Toyota is going to launch the larges billboards advertising campaign ever in Germany to introduce its new “Auris” model. A Toyota spokesman is cited that they “have booked almost everything that is visible on the street”. This campaign is said to outnumber a recent VW campaign of about 90,000 posters which celebrated 25 million sold cars of the “Golf” model. The campaign is targeted not only at motorists but also at pedestrians in the streets. It will be supported by other advertising activities on TV and radio, in newspapers, magazines and on the Internet.

The “Auris” will replace the “Corolla” – one of the more successful Toyota models in the German market.
There are mixed reactions about this huge and expensive advertising campaign. Is it a necessary step to respond to the competitive environment in the automotive industry or is it a waste of money, since customers will ignore most of the omnipresent messages? If my theory is right, it is a wise step to do something so unexpectedly large. In this context, the introduction of their new model is only one part of the message. The other part is to create awareness for and positive attitudes towards their entire brand and perhaps even brand family. For me, this other half of the message reads as follows
advertising campaign ever in Germany to introduce its new “Auris” model. A Toyota spokesman is cited that they “have booked almost everything that is visible on the street”. This campaign is said to outnumber a recent VW campaign of about 90,000 posters which celebrated 25 million sold cars of the “Golf” model. The campaign is targeted not only at motorists but also at pedestrians in the streets. It will be supported by other advertising activities on TV and radio, in newspapers, magazines and on the Internet.
The “Auris” will replace the “Corolla” – one of the more successful Toyota models in the German market.
There are mixed reactions about this huge and expensive advertising campaign. Is it a necessary step to respond to the competitive environment in the automotive industry or is it a waste of money, since customers will ignore most of the omnipresent messages? If my theory is right, it is a wise step to do something so unexpectedly large. In this context, the introduction of their new model is only one part of the message. The other part is to create awareness for and positive attitudes towards their entire brand and perhaps even brand family. For me, this other half of the message reads as follows

  • We are here.
  • We are as present in Germany as any other German and European carmaker.
  • And our cars are as appealing as theirs (or even more).

If the Auris is a big hit, its success will certainly have positive effects on the reputation of other Toyota models such as the Avensis and the Yaris and the Aygo in Germany. So they are investing their advertising-Euros in more than their new model. This is also an image campaign for the whole brand family.

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