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...