Toyota – Tundra Launch

Category: Automotive, Vehicles
Brand: Toyota
Client: Toyota Motor Sales
Primary Agency: Saatchi & Saatchi Los Angeles



STRATEGIC CHALLENGE

Full-size trucks. No other segment in the U.S. automotive market is more traditional, loyal or American. It is a segment where Ford and Chevrolet have dominated for decades. “Built Ford Tough” and Chevy's “Like a Rock” are like scripture to truck buyers. In this market, a man is defined by the truck he drives. Loyalty to a brand is legendary. So much so that loyalty indexes at 168 to the market as a whole, and the Ford F150 and Chevrolet Silverado are the number 2 and number 3 most loyal owners in the entire industry (Source: CDS 2006).