Automotive News Marketing Seminar

New Marketing on the Market’s Upswing

Bill Fay, Group Vice President, Marketing, Toyota Motor Sales

 The Road Ahead for Toyota

Challenges New Marketing Toyota’s Approach

 Connecting with Consumers in New Ways

Somos Muchos

Prius vPlural
100 Cars for Good

Sponsafier
Sponsafier

• Enthusiasts can share their passion

and creativity for NASCAR
• Promotes peer-to-peer engagement

• Over 10M views

• 170,000+ Designs
• 1.8 MM+ Votes
• 210,000 Registered Users
 Somos Muchos Latinos, Somos Muchos Toyotas

• Link Latino’s pride in their heritage with the pride in being a

Toyota owner

• Generated highly positive sentiment offline & online

• 450,000+ decals ordered
• 51,000+ Facebook fans

• Our agency partner, Conill, won Ad Age’s 2010

Multicultural Agency of the Year
Prius Plural

• Increase advocacy for Prius Family

with enthusiasts and conquests
• Invite consumers to vote on name
for plural of the word Prius

• Over 1.8 million votes on Facebook

and Car Town
• Over 150,000 incremental “likes”
• 389k+ You Tube views
 100 Cars for Good

• Social media based platform to support charitable

organizations with Toyota vehicles
• 500 charities selected for program on Facebook
• 34 MM impressions
 Toyota Moving Forward in the Market’s Upswing

• Strengthen brand vibrancy & opinion

• Enhance brand loyalty & advocacy

• Generate positive sentiment & engagement

Thank you!