Toyota: A strategy built to lead

Bill Fay, group vice president of marketing at Toyota, describes the auto company's marketing strategies in 2012, which sees an aggressive product launch cycle of some 19 new and updated vehicles.

Toyota: A strategy built to lead

Todd Wilkinson

Toyota's Bill Fay is building trust and laying claim to the next generation of car buyers.

Bill Fay has a message that he and his colleagues are now delivering in a million different ways — Toyota is stronger, smarter, and more confident about the future than ever before.

Fueled by an unprecedented marketing blitz, the auto giant has been rolling out 19 new and updated vehicles in 2012, at the brisk pace of about one every three weeks, the most aggressive new product launch cycle in company history.

For Fay, group vice...

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