Toyota: #AStarisborn

Toyota, an automotive brand, promoted sales of its Toyota Starlet vehicle in Kenya by launching a finance partnership with key banks to help customers afford it.

Context of the #AStarIsBorn Campaign

  • In 2019, Toyota Motor Corporation (Toyota) and Suzuki Motor Corporation (Suzuki) formalized their global alliance that would bring together Toyota's strength in electrification technologies and Suzuki's strength in technologies for compact vehicles.
  • With the collaboration, Suzuki has been supplying Toyota with models such as the Ertiga, Vitara, Ciaz and Jimny in various markets across the globe, making Toyota a distributor of Suzuki models. The aim is to align with the global direction to increase market share in the small car segments.
  • This direction has further enabled Toyota dealers in Africa to gain a bigger presence...

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