Toyota Daihatsu: The most important is not appearances, but giving the clients what they need

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.

Toyota Daihatsu: The most important is not appearances, but giving the clients what they need

Principal authors: Naofumi Akamine, Oscar Takahashi, Maryoli Alcala, Alfonso Carranza, Julio Ortega and Joe Gusukuma, ARTWORK; Ider Cifuentes, Toyota del Perú

Introduction

This case demonstrates how important is to identify correctly the tributes that a client seeks in a product. The Peruvian market demonstrated to the light SUV brands that it is not only about offering technologically modern products o visually more attractive. Primarily, the vehicle must be utilitarian. It must have sufficient space to transport a whole family and be economic at the...

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