TORRANCE, Calif. - 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.
