Toyota Sienna

EXECUTIVE SUMMARY

Results Period: April 2003 to March 2004.

Start of Advertising/Communication Effort: March 10, 2003.

Base Period: April 2002 to March 2003.

What to do with the Safest Minivan on the Market when it's Going Nowhere?

The March 2003 launch of the 2004 Toyota Sienna was the opportunity to re-position the brand, taking advantage of a significantly improved product. The Sienna had been “the safest minivan ever tested” since its initial launch in 1998. This “safest” positioning had initially been effective, but sales were now declining.

Who Wants a Minivan Anyway?

Consumers want safety, versatility, quality, comfort, space, convenience, etc. in a minivan. But they all offer these. It was not until we explored motivations in the rapidly growing SUV segment that we discovered someone special: potential minivan buyers who could not face the life-stage reality that they had to buy a minivan. The growth of 7 and 8 seat SUVs suggested that many were buying these expensive vehicles as a minivan alternative.