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

Jack Spicer and Karl Bates

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 its success, market share was in decline and the segment was facing stagnation. This is the story of a remarkable turnaround via a bold strategy which reconnected a brand with its roots to attract an entire new generation of drivers. In a segment that declined by 18% YOY during the campaign, RAV4 grew private sales, broke its sales...

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