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Toyota Planning $1 Billion Marketing Blitz

Japanese maker hopes to gain momentum as market recovers, and overcome recent setbacks.

by on Nov.02, 2009

Toyota will invest over $1 billion in a fourth-quarter marketing blitz, said division bost Bob Carter, to take advantage of recovering U.S. auto sales -- and to try to overcome recent setbacks to its image.

Toyota will invest over $1 billion in a fourth-quarter marketing blitz, said division bost Bob Carter, to take advantage of recovering U.S. auto sales -- and to try to overcome recent setbacks to its image.

Millions of Toyota customers will receive notice of a massive recall, this week, the result of a problem with driver floor mats that can come loose and jam the accelerator pedal.  But a senior Toyota executive, speaking to journalists during a Detroit luncheon, Monday, stressed federal regulators have ruled out the possibility that the company’s products could also face sudden problems with their electronic engine control systems.

During a blunt and wide-ranging conversation, Bob Carter, head of the powerful Toyota division, in the U.S., acknowledged that the Japanese maker has been facing an unexpected assortment of problems, in recent months, from quality snafus to recalls to slumping sales.

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But Carter said the company is ready to “go on the offensive,” and confirmed Toyota Motor Sales USA – which also represents the Lexus and Scion brands — will spend a record $1 billion on marketing and advertising efforts during the fourth quarter of the year.

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