golfworryingly good
The launch of the new Toyota Corolla
Adrian ZambardinoSaatchi & Saatchi andPaul PhilpottToyota 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...