Toyota: Toyota RAV4 Adventure Grade: Alleviating Fear Through Community

Toyota, an automotive brand, introduced its RAV4 SUV vehicle to African Americans by creating horror movie tropes to show that they are welcome in the outdoors.

Summary: Alleviating fear through community

Having created the small SUV category, Toyota was now ready to push its RAV4 even further by introducing a more rugged model. The RAV4 Adventure Grade was designed to make the outdoors accessible to all. The only problem was that we had a segment of

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands