Page 19 - Going for Growth: Targeting Today's Diverse Consumers

18 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

THE TOYOTA TOUCH

Since the launch of the Prius in 2000, Toyota has led the hybrid vehicle market. But with so
many newer alternative fuel vehicles in the market, Toyota’s leadership in the hybrid segment
had declined. To re-establish hybrid dominance, especially with the Asian segment, Toyota
needed to go beyond Prius. This meant showcasing its diverse lineup of hybrids, as well as the
fuel-cell vehicle Mirai.

Asians have a strong affi nity toward alternative fuel vehicles. Asians buy 20 percent of Prius
Primes and almost 40 percent of Mirais. With 69 percent of Asian vehicle intenders open to
including a hybrid vehicle in their purchase consideration set, it’s easy to appreciate why
the Asian-American audience has always been an important segment for Toyota. Still, as
competitors crowded the landscape, there was a growing need for Toyota to reinforce its
innovative brand image as the leader in hybrid technology. Even within the savvy Asian car-
buying segment, the brand needed to debunk some of the misperceptions about hybrids, such
as lack of performance, stylish looks, or capabilities.

To overcome these barriers, it
became important to educate
consumers that Toyota hybrid
vehicles are stylish and fun to drive.
What better way to demonstrate
performance and capabilities than
by letting people experience the
cars, touching them, and getting a
hands-on sense of the vehicle for
themselves? Experiential events
showcased the full lineup of Toyota
hybrids and allowed the attendees to
Toyota Hybrid CARnival Event Activation
engage with Toyota and be delighted
by all the unexpected features.

Hybrid CARnival, Toyota’s fi rst “owned” event, provided an immersive experience and gave
consumers an emotional connection with the Toyota hybrid technology. Additionally, the Mirai
was launched with exclusive, premium events designed to display all the benefi ts and features
of hydrogen fuel cell technology. Cultural cues of relevance to the Asian communities were
woven into the event messaging, and in-culture brand ambassadors were on hand as well.