Executive Summary
For the most important launch in Toyota's history, we 'flipped' everything.
Not because we wanted to, but because we had to.
The Yaris is Toyota's best selling model in Europe. So when you release its next generation, the first in seven years, getting it wrong is not an option.
In early 2020, the odds were stacked against a successful launch.
A highly competitive but declining category with entrenched habitual buyers. Price-sensitive Yaris drivers put off by the new price point. New prospects put off by a 'boring' legacy image and 'worthy' technology associations. All significant hurdles for a...