How Toyota identifies the most attractive multicultural opportunities and builds bespoke programs

Geoffrey Precourt

Toyota, the automaker, is seeking to engage with multicultural audiences in relevant, authentic ways as it drives brand metrics and sales.

When Toyota looks to support its award-winning national advertising, it identifies granular target audiences “by looking for segments that are growing in either size or purchasing power.”

As Siani Kiyonga, the automaker’s cross-vehicle line marketing s

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