Toyota Highlander Re-launch

The re-launch of the Highlander in 2007 introduced a product more for the new crossover segment, which now accounts for all growth in SUVs.

Toyota Highlander Re-launch


Business Results Period (Consecutive Months):

August 2007–June 2008 (11 months)

Start of Advertising/Communication Effort:

August 2007

Base Period for Comparison:

September 2006 to July 2007

What Exactly is a Crossover Vehicle?

Intermediate SUVs had enjoyed a long period of growth in Canada as people discovered the fun of a vehicle that could serve practical family needs and provide go-anywhere versatility. Products had morphed from basic trucks with passenger seating to versatile, comfortable passenger vehicles. Toyota had been at the forefront with the early success of the Toyota 4Runner, followed by the fun RAV4, and ultimately...

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