Toyota FJ Cruiser: Unknown Car, Shrinking Category, Increasing Petrol Prices, Tsunami

This case study explains how Toyota, the automaker, launched the unknown FJ Cruiser, a four wheel drive (4WD), in Australia.

Toyota FJ Cruiser: Unknown Car, Shrinking Category, Increasing Petrol Prices, Tsunami

TMS

The task at hand:

FJ Cruiser launched in the aftermath of the Japanese Tsunami late March 2011. As Toyota began to deal with the repercussions of what this meant globally, the decision was made to push on with the launch.

The FJ Cruiser – a retro-style SUV modelled on the first ever Toyota in Australia – had a lot of heritage with the brand but awareness was low.

With no Diesel variant being available sales targets appeared challenging, especially in a category that was shrinking due to increased...

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