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The launch of the new Toyota Corolla

Adrian Zambardino
Saatchi & Saatchi
Paul Philpott
Toyota GB plc

The arrival of the new Corolla in 2002 gave Toyota the opportunity to effect an audacious transformation. Through a big, singleminded campaign, marketing was able to overhaul a tired brand that had become reliant on promotions and incentives.

Sales, market share and revenue per unit all rose, while tactical incentives fell quite a shift in fortunes. But if we consider the obstacles that faced the Corolla brand principally in people's heads the turnaround was perhaps even greater than this suggests. In the summer of 2002, the truly unthinkable had been achieved: the average transaction price of a Corolla was 700 more than that of a Volkswagen Golf.

From supplypush to demandpull