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Toyota Touts Quality With $26.5 Million European Ad Campaign

Toyota may have implemented numerous strategies designed to improve the quality of its products, but now the automaker needs to display its revisions to the buying public. The auto giant is already running ads showcasing its dedication to quality here in North America, but the company also is launching a $26.5-million ad campaign to illustrate the same to its European clientele.

As was the case in North America, Toyota’s European sales figures slid after the automaker announced a series of recalls earlier this year. After witnessing a 12-percent rise in sales in January 2010, sales in February and March slid 20 and 13.6 percent, respectively.

Toyota hopes to counteract the slide with the new ad blitz. The campaign, which carries the tagline “Your Toyota is My Toyota,” features Toyota employees discussing steps they personally take to ensure every vehicle is built to the highest caliber.

“The campaign was inspired by our own people in manufacturing and in retail across Europe,” Andrea Formica, head of sales and marketing for Toyota in Europe, told Automotive News Europe. “Their incredible passion, commitment to quality, safety for our customers is what has built our reputation. We want to show this human face of Toyota. The real, authentic Toyota.”

One such ad showcases Birdie Tucker, who works on Toyota’s assembly line in Burnaston, England, which manufactures the Auris and Avensis.

“If I suspect a problem, I pull the Andon cord, and the whole production line stops immediately, and it does not start again until the issue has been resolved,” Tucker says in one ad. “I have pulled it thousands of times and it’s good because it makes everyone personally responsible for producing the highest quality car.”

Although the print ads have already launched in Germany and England, Toyota won’t roll the campaign — which utilizes TV spots, print ads, and digital media — into France, Italy, and Spain until May at the earliest.

Source: Automotive News Europe (Subscription required)