Having lost market share to several competitors including Hyundai-Kia, Ford, Honda, Volkswagen and Nissan, Toyota Motor Corp has now laid out a sweeping plan to reclaim some game.
Automotive News reports that the Japanese giant will roll out a new plan outlined by TMC CEO Akio Toyoda, Toyota Motor Sales U.S.A.’s President Yoshi Inaba and COO Jim Lentz that calls for among other things revitalizing Lexus and Scion, giving Toyota’s U.S. operations more resources and autonomy and most significantly, a $1 billion Q4 ad campaign.
While the details haven’t been revealed, the campaign will mark Toyota’s biggest effort ever during this period according to AN. The piece also mentions that dealers are already welcoming the blitz, which includes advertising and incentives for Toyota, Lexus and Scion, plus dealer advertising support.
Now that Toyota has clarified its agency plans, we’ll have to wait and see what AOR Saatchi & Saatchi and ATTIK (for Scion) comes up with.