Toyota Yaris – Move On. Move Up: the launch that broke records and opened doors

Justin Cloete and Rita Larisma

When launching its Yaris model in South Africa, Toyota wanted to attract a new, younger audience to its brand without neglecting its core, traditional older audience.
Agency: DraftFCB JohannesburgAuthors: Justin Cloete and Rita Larisma

Toyota Yaris – Move On. Move Up: the launch that broke records & opened doors

INTRODUCTION

You can't take the status quo for granted. Toyota has been the market leader in South Africa for almost 30 years, and not by accident. But things can change. Empires fall. Greatness requires clever maintenance or it fades away.

This paper outlines the launch of the Toyota Yaris hatch and sedan, and why it was such an important event in the local car industry. Not just because Toyota sold so many of them,...

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