Toyota Trucks – Prairies

This paper demonstrates how between 2003 and 2008 the Toyota Prairie Dealers Association made Toyota’s QDR (Quality, Dependability, Reliability) strategy relevant to Prairie truck buyers - building Toyota’s Truck equity, as opposed to relying on price and promotion.

Toyota Trucks – Prairies

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

January 2003–May 2008

Start of Advertising/Communication Effort:

January 2003

Base Period for Comparison:

Calendar 2002

a) Introduction

This is the story of how a Japanese automaker known for selling small fuel-efficient cars took on Detroit's Big Three in Canada's truck heartland – and won. Today, Toyota is heralded as the world's number one automaker, but in the Prairie region in 2002, a strong truck buying market, Toyota's share of truck sales lagged. Trucks – made up of Pick-ups & SUVs – accounted for 58% of total vehicle sales in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands