Toyota Introduces Its New Brand Message - 'Moving Forward' to Meet Customers' Goals
TORRANCE, Calif., Sept. 28 -- Toyota shares an important goal with customers -- the desire to continuously work to get more out of life. The spirit of "there's no best ... only better" is captured in Toyota's new brand message, "Moving Forward." "Moving Forward" will debut to the public on Tuesday, September 28 with commercials during evening network television programming and will be rolled out as a motivational theme for dealers and Toyota employees.
"This is an important step for our brand," said Jim Lentz, group vice president of Toyota marketing. "'Moving Forward' means that we have a passion for innovation and discovery and that we're never standing still. As a result, we're designing and building cars and trucks that help our customers achieve their goals."
The new brand will be showcased in a dedicated television commercial and will be used for model-specific spots, as well. In various spots, the theme will reflect a Camry buyer moving across the country, a Tundra Double-Cab buyer motivated to imagine the possibilities with more horsepower, or a Tacoma buyer looking for an even bigger and unbreakable truck for great adventures with buddies.
The strategy of "Moving Forward" was developed through a year-long research process with Toyota's advertising agency partners, with Saatchi & Saatchi (General Market) taking the lead in partnership with Conill (Hispanic), Burrell (African American) and interTrend (Asian).
"Moving Forward" is a new communication strategy that allows for inspirational advertising that taps into fundamental human values. This spirit will be integrated into all the agencies' advertising, but the phrase will be modified to reflect the individual cultural values of the Hispanic and Chinese markets. For the Hispanic market, Toyota's ads will incorporate "Avanza Confiado," which means "Moving Forward with confidence." The Chinese ads will use a phrase that translates to "Moving Forward and pursuing your dreams."
Additionally, to emphasize the heritage and capability of Toyota's family of trucks, the Tundra and Tacoma pick-up trucks and the 4Runner sport utility vehicle, will receive a new family signature. While truck commercials also will fall under the "Moving Forward" banner, a different ending has been developed using metallic graphics and distinct sounds. The new audio tone and visual attitude signal the nature of Toyota trucks -- rugged and capable.
The truck commercials will be narrated by actor John Lurie while Toyota's car commercials will feature actor Rob Morrow, best known for his role as the doctor in the television show Northern Exposure. Lurie's voice has the bold, tough, rugged and confident qualities Toyota wants associated with its trucks while Morrow's voice seems to resonate with many people for its energy, honesty and humility.
In addition to using "Moving Forward" for customers, Toyota will engage dealers and associates, as well. The new brand message is consistent with Toyota's dedication to kaizen, or continuous improvement. Dealers and employees will be encouraged to continuously look at how they can be "Moving Forward" to help offer more to Toyota customers.
"'Moving Forward' is much more than a tag line to us," said Lentz. "It's an opportunity to inspire everyone within the company, as well as appeal to our customers, to celebrate their next stage in life. Choose any direction, as long as it's forward."
About Toyota Motor Sales
Toyota Motor Sales (TMS), U.S.A., Inc., is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion in the United States, marketing products and services through a network of 1415 Toyota, Lexus and Scion dealers in 49 states. Established in 1957, TMS and its subsidiaries also are involved in distribution logistics, motorsports, R&D and general aviation. The company's main website is www.toyota.com.
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