Toyota Trucks – Prairies

This paper demonstrates how between 2003 and 2008 the Toyota Prairie Dealers Association made Toyota’s QDR (Quality, Dependability, Reliability) strategy relevant to Prairie truck buyers - building Toyota’s Truck equity, as opposed to relying on price and promotion.

Toyota Trucks – Prairies


Business Results Period (Consecutive Months):

January 2003–May 2008

Start of Advertising/Communication Effort:

January 2003

Base Period for Comparison:

Calendar 2002

a) Introduction

This is the story of how a Japanese automaker known for selling small fuel-efficient cars took on Detroit's Big Three in Canada's truck heartland – and won. Today, Toyota is heralded as the world's number one automaker, but in the Prairie region in 2002, a strong truck buying market, Toyota's share of truck sales lagged. Trucks – made up of Pick-ups & SUVs – accounted for 58% of total vehicle sales in...

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