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Toyota Touts Safety in New Ad Campaign

Beleaguered company is trying to move off incentives to stop a sales slide, and improve its image in the United States.

by on Jun.09, 2010

Toyota is backing off national incentive advertising in favor of a brand image campaign. Meanwhile, record incentives continue.

Toyota Motor Sales, U.S.A. is promoting its so called Star Safety System, which combines five technologies as standard equipment on all new Toyota models as part of a new national advertising campaign in its latest attempt to increase sales.  (See Toyota Incentives Slow, But Don’t Halt U.S. Slide)

The marketing program has Toyota owners and engineers talking about safety and quality via television, print, digital (, radio and outdoor advertising media.

The Star Safety System includes Vehicle Stability Control (VSC), Traction Control (TRAC), Anti-lock Brake System (ABS), Electronic Brake-force Distribution (EBD) and Brake Assist. All of these technologies are in widespread use by most automakers, but not necessarily bundled together in one package across the entire line. Whether this matters to individual buyers, who buy one vehicle at a time, is debatable, but from a corporate marketing perspective Toyota needs to bolster its safety image. (more…)