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The plum task of unveiling the Toyota FCV—the automaker's entrée into the fuel cell car space—puts Droga5 into the automotive category for the first time.
The hire also explains why the agency is not among the agencies meeting with executives from Infiniti, the luxury marque of Nissan, a Toyota rival. Those meetings are taking place this week.
The Toyota FCV will be sold initially in Japan, the U.S. and Europe and and not until next year.
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