Toyota: Anything Goes – How returning to RAV4's roots led to record sales

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

Campaign details

Agency: BWM Dentsu SydneyAdvertiser: ToyotaCategory: Other consumer goods

Executive Summary

When Toyota RAV4 launched in 1994, it was a disruptive challenger, pioneering the Compact SUV Segment. Twenty years on, it had become a victim of...