Toyota today announced a bold and engaging new brand campaign with the theme “The Way I Ride” to connect with a more youthful audience across the region. The new theme marks the evolution of the Toyota brand and acknowledges its versatility in providing a platform for self-expression to customers across the region to highlight their individuality and their uniqueness in the world. This new campaign marks the second phase of the Toyota brand campaign which is based on Toyota’s brand promise of Waku Doki and Peace of Mind. The new campaign is now engaging consumers with print advertisements in addition to a visually stunning television commercial.
Explaining the concept behind the new tagline, Takayuki Yoshitsugu, Chief Representative of Middle East & North Africa Representative Office, Toyota Motor Corporation, said, “Our new brand campaign represents a breakthrough in communications for Toyota to reach out to a consumer savvy audience in the region who will appreciate the brand’s originality, fun, sense of style and youthful image all of which summarizes our Waku Doki philosophy. We truly appreciate our customers and we acknowledge their aspirations, which are reflected by our new campaign and speaks directly to our customers who want to stamp their individuality through their favourite Toyota vehicles. Our exciting lineup of vehicles allows them the freedom to be different and make a statement. At the same time, they also have the reassurance and peace of mind thanks to the highest standards of quality, durability and reliability which is a hallmark of all Toyota vehicles.”
The new campaign draws inspiration from the vibrant youth car culture in the region and brings alive the individual tastes of Toyota drivers whether it is a cool FJ cruiser, a dazzling 86 or a funky Yaris with stylish paint jobs. Through Toyota Racing Development’s (TRD) recent presence in the region, customers can now enjoy high performance products and accessories to make their individual vehicle more distinctive and stylish to set them apart from everybody else.
Toyota’s new brand campaign also reflects the reality of the current automotive market where Toyota has moved in a new design direction which has caught the imagination of customers. This new design philosophy has led Toyota to develop cars with dynamic and exciting exterior features while increasing the fun to drive quotient as exemplified by the new look RAV4, Avalon, Yaris and Corolla.
The new campaign seeks to highlight a new facet of the Toyota brand and marks a transition from Toyota’s earlier brand campaign which expressed the sense of reassurance of Toyota ownership backed by Toyota’s proven heritage, reliability, quality and safety.
Mr.Yoshitsugu concluded, “We deeply appreciate the patronage of all our customers who have put their faith in Toyota and we look forward to establishing a deeper and more emotional connection with them through this new brand campaign.”