Toyota Daihatsu - The most important is not appearances, but giving the clients what they need
In 2011, Toyota were the market leader in car sales in Peru but were without a competitive entry level vehicle in the SUV class. The Daihatsu Terios, a light SUV and subsidiary model of Toyota, was a brand in a decline, unrecognised as part of the Toyota brand by consumers. Toyota identified that they needed to make consumers more aware of the Terios’ seven seat capacity, unique in the light SUV category. The campaign strategy targeted mothers, the family decision makers, and used newspaper adverts to welcome and promote the benefits of Terios joining the Toyota family. It also exhibited the vehicle’s interior space, with the line ‘so broad that even then children’s imaginary friends will fit in’. After three months, Terios became a bestseller and by 2012 annual sales had soared to over 730 units.