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?