Toyota Motor Sales, U.S.A., Inc.: Kids Rule campaign

Toyota Motor Sales, U.S.A., Inc., was the distributor of Toyota Motor Corp.'s Toyota, Lexus, and Scion brands in the United States.

Toyota Motor Sales, U.S.A., Inc.: Kids Rule campaign

Guy Patrick Cunningham

OVERVIEW

Toyota Motor Sales, U.S.A., Inc., was the distributor of Toyota Motor Corp.'s Toyota, Lexus, and Scion brands in the United States. In model year 2004 the company released a new version of its Sienna minivan. This launch was a top priority for the automaker, because the minivan segment featured strong competition from the new Honda Odyssey and Nissan Quest as well as from established domestic brands such as the Chrysler Town & Country. A segment-wide decline in sales throughout the 2000s made it imperative that the Sienna improve...

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