Keep your Toyota a Toyota

Category: Automotive - Aftermarket
Brand/client: Toyota Parts and Service / Toyota Motor Sales
Lead agency: Saatchi & Saatchi LA

State of the marketplace & brand's business

Competition in the automotive maintenance and parts category is an ongoing "battle royal" between original equipment manufacturers and aggressive 3rd-party service providers, all determined to win an outsized share of an estimated $231 billion after-sales prize purse.1 The Toyota Parts and Service division of Toyota Motor Sales competes within this arena, offering Genuine Toyota Parts installed by factory-trained technicians to the more than 25 million Toyotas in operation via 1,234 service centers. Competitors in the sector include both large-chain service centers (e.g., Pep Boys, Jiffy Lube) and small, local service centers. Large chain competitors combine to spend nearly $166 million annually to lure Toyota owners away from Toyota Service Centers.2

Strategic communications challenge