Toyota Launches ‘#1 for a Reason’ Advertising Campaign

Today marks the start of a new advertising campaign for Toyota; determined to show that it is not down for the count. The Japanese automaker will run spots based around the fact that it is “#1 for a reason,” highlighting its accomplishments in the ads.

Having been number one in U.S. auto sales for three years running, the campaign aims to remind us just why Toyota is king of the mountain. Sales accomplishments along with the automaker’s notable awards – particularly in safety -- will be the main focus of the spots. Several models including the Corolla, Sienna, Avalon, Venza, and Highlander are recognized as Top Picks by the Insurance Institute of Highway Safety for 2011.

“We look forward to maintaining this momentum in 2011 as we continue to focus on fuel efficiency, value, quality and safety,” said Bob Carter, Toyota’s vice president of U.S. sales.

Toyota notes it has more hybrids on the road than all other automakers combined, making it the most fuel efficient full-line car company in the U.S. Other accomplishments include the Camry – with 90 percent of which sold in the past 15 years still on the road – and the Corolla, which has been recognized as the best-selling car in the U.S. of all time with 8.6 million vehicles sold since 1968.

Toyota may have jumped to the top in auto sales over the past three years, moving a whopping 2,217,662 cars in 2008; 1,770,149 in 2009; and 1,763,595 in 2010. However, its January deliveries fell short of General Motors and Ford this year. Through the first 31 days of 2011 Toyota sold 115,856 vehicles, which was surpassed by GM’s 178,896 and Ford’s 127,317 deliveries. The Corolla and Camry did hold the number three and four spots, respectively, on the most popular vehicles list during the month. The Japanese automaker is trailing, but the year is still young.

The new campaign will be nearly unavoidable as it is scheduled to be featured on television programming, the web, and print mediums starting today and running through the end of March. Do you think Toyota will remain sales king or will it be dethroned by one of the Detroit three?

Royce
Very interesting comment. I am sorry for your loss. My condolences. This is something I want to put into perspective. First off, a little about me: My family has been a Toyota family for a long time. I've had mostly used Toyotas until 6 years ago, when I bought my 1st new Scion tC. I've worked for a Toyota Dealership for roughly 8 years now. My father off and on for 20 years, before me. I'm the type to only sell a product I believe in. Now I don't think Toyota, or ANY manufacturer, is perfect. But I feel they have an excellent product. But, like all MECHANICAL/ELECTRONIC products, there is always the possibility of faults and defects. That's why quality ratings are based on factor of Problems Per 100, as per JD Powers. However; even though that information may be somewhat biased or askewed, Again, there is no such thing as an infallible machine. Regarding the NASA report: The report is as what I had both hoped for and expected. Last June there was a preliminary release stating that, so far, there were no issue; and looks like there won't be any. They were testing vehicles that were reported to have been with incident by said reported issues. These are the vehicles that you want to test, first and foremost. And it wasn't 9 cars. They were investigating "all vehicles affected." There were apparently 89 deaths related to Toyota involvement. Some of which occurred after the report of Toyota being investigated. I expect this. Because for years humans like herd or band wagon mentality. By the way; last summer's initial findings were based on 58 of the alleged affected vehicles. BTW have you ever READ some of the NHTSA's reports by people, who have filed a complaint over 1 thing or another? First off, the NHTSA's website was horrible! Some complaints were duplicates, while others were laudable. Especially after Toyota's safety were under investigation. One report stated that after a consumer and his wife had gotten into a crash, they had first thought it might have been because of the wife (who was the driver) had been drinking earlier (as stated by the responding Police Officer). But after hearing about this, felt it was most likely the car's fault, not the alcohol! I've read reports where people didn't event file their VIN! How can I take you seriously? You could be anyone filing a complaint. Are you telling me that you can not pull your registration, or insurance card, or title? Also, not to belittle or make light of any tragedy, the deaths have to be placed into perspective as well. Statistically speaking, with 5,751,406 Toyotas sold in the US, in the past 3 years alone, IF all 89 possible involved deaths happened in those 3 years (which they weren't), the percentage is well under 1% of threat. Again, no machine is infallible. The Risk factor is so low, near negligible for me, I would still want to keep buying Toyotas. (I've had 2 1987 Cresidas, 2 1990 Corollas LEs, 1 1990 Camry DX, 1 2004 RAV4 S, 1 2005 Scion tC) Now Toyota has always announced voluntary recalls known as Technical Service Bulletins. When the 2004 Sienna came out, there was a crash test done. 1 out of the 10 tested had resulted in a slight crack in the fuel tank, but NOT resulting in a leak. Toyota then immediately announced a TSB where they replaced all models that were already on the road with a new fuel tank, with a thicker wall. I have seen such aggressive, pro-active involvement from them, with incidents of bearings, and what not, from suppliers, and then some. So it's hard to believe they would let anything like this happen. Let's also review: The incident where the Lexus crash, in California, happened had involved a Lexus service loaner vehicle, not the deceased's personal vehicle. That same vehicle had had a complaint about the floor mat. And the initial picture from the Associated Press, of the accelerator, released by the police, showed an all weather floor mat that did not match the vehicle's design. And, in the December court case, findings shown were inconclusive, that Toyota was at fault. Yet there was such a stir in the media Toyota decided to do something about it. And quite immediately. Now I don't know if you ever looked at the pedal area in an earlier Toyota, or any car for that mater. But there's no possible way the regular floor mat could EVER "jump" onto a pedal. Unless one layers mats, or puts something that is non Toyota, into the car. I say this because I had almost had an accident in my old 1990 Camry DX (some 8 years ago) because my after-market rubber floor mats slid UNDER my brake pedal, making it impossible to apply brakes and stop. I had put the car into NEUTRAL and applied the hand brake to come to a safe and simple stop. Mind you it was a very scary situation, where I was driving some 60 mph. An accident would have been quite disastrous. Which leads me to question what happened in that, and all other incidents, that involved "unintended acceleration." If the accelerator is stuck, put the car into neutral and step on the brake. I was told this in Drivers Ed,, when I was 17, during the summer of 94. Regarding "sticky pedals": Toyota was being pushed to investigate it's vehicles. There were no recall for Sticky Pedals. There was a recall regarding a product, from a US part manufacturer's accelerator design. This same company supplies to many other manufacturer. Yet Toyota got grief. And, just to point out, only a few vehicles had an issue of the pedals "slowly" coming back up. But this also was a "possible issue when the vehicle would hit 70-80,000 miles. Again there were no signs that this was (going to be) an issue. Yet Toyota did something about it. Let's review: within the last 3 years ... Ford had a recall where vehicles may catch fire due to cruise control issue (4.5 million in 2009, add the same issue from 2005, would make 14 million in total Ford/Mercury models). Ford has recalled over 20 million vehicles since the NHTSA started keeping track. (1996 they had their largest recall of 7.6 million) Nissan had Recalls for Brake assembly issues, engine could catch fire, steering problems, and engine electronics (which, alone, affected some 2.1 million vehicles!) GM had recalled cars due to faulty steering (1.3 million) and windshield heaters could catch fire (1.5 million) and faulty seat belts (392,409 vehicles) Honda had recalls for Power window switches could cause fire (646,000), front suspension failure 10,800, suspension (97,000), leaky brakes (470,000) and Drivers side airbags issues (952,1180)! Although Toyota had a lot of vehicles recalled, people should put things into perspective. the accelerator issue, had there been no recall, would have been covered under warranty, or not have been an issue, for those who were leasing. so those vehicles, if sold as certified used Toyotas, would have been covered under warranty as well, should they have been an issue. Again, we will never know. The floor mats thing...well, I don't think Toyota should have done anything at all. But they wanted to address the immediate issue. When they could have just made an announcement to tell consumers to just take any non Toyota mats, or mats from older Toyotas out of their current vehicles. But, oh well, hind sight is 20/20. I have stated this in the past, before, but why can't there ever be good news or reviews. Why are bad and negative reviews the only true reviews? If there's a good review, why must it be a scandal, a lie, a conspiracy? How about this? NHTSA demands and forces Toyota to pay some $58.8million in Civil Penalties, and yet, GM who had paid for civil penalties before Toyota, only paid $1million. BTW who was bailed out by the Government? MAkes you wonder, right?
Ron Eves
As parents we are very concerned regarding the recent release of the NHTSA-NASA report on Toyota SUA. Why are we concerned is because this document is heavily redacted without explanation. We have spoken to several bright engineers in this field and they are astonished upon reading this report. Was this done intentionally and a lingering question of why remains, and thus the NASA Report in incomplete. It is amazing in the last week how this severely redacted (censored) report has suddenly become the new "Gold Standard" for Toyota. Many questions and issues remain unaddressed by this report such as mechanical recalls for the accelerator assembly and floor mats. Toyota electronics are not the issue, but mechanical and design flaws are. Testing nine vehicles not even randomly selected of millions produced is not a proper representative sample of Toyota product. It seems that Ray LaHood's comments were taken at face value, and few in the media have taken the time to read the report. If the media had taken the time to read the report they would be asking tough questions about the redacted (censored) items and what they represent. The Toyota position of "Admit Nothing - Deny everything - Demand Proof" seems to be working. Ron & Lori Eves (Parents of Deceased Chris Eves)

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