Toyota's Advertising Strategy in America
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Toyota's marketing efforts in North America have focused on emphasizing the positive experiences of ownership and vehicle quality. The ownership experience has been targeted in slogans such as:
• You asked for it! You got it! (1975–1979)
• Oh, what a feeling! (1979 – September 1985)
• Who could ask for anything more? (September 1985 – 1989)
• I love what you do for me, Toyota! (1989–1997)
• Every day (1997–2001)
• Get the feeling! (2001–2004)
• Moving Forward (2004–2012) and
• Let's Go Places (2012–present).
Company Strategy
In April 2001, Toyota adopted the "Toyota Way 2001", an expression of values and conduct guidelines that all Toyota employees should embrace. Under the two headings of Respect for People and Continuous Improvement, Toyota summarizes its values and conduct guidelines with the following five principles:
• Challenge
• Kaizen (improvement)
• Genchi genbutsu (go and see)
• Respect
• Teamwork
According to external observers, the Toyota Way has four components:
1. Long-term thinking as a basis for management decisions
2. A process for problem-solving
3. Adding value to the organization by developing its people
4. Recognizing that continuously solving root problems drives organizational learning
Marketing
Toyota's marketing efforts in North America have focused on emphasizing the positive experiences of ownership and vehicle quality. The ownership experience has been targeted in slogans such as:
• You asked for it! You got it! (1975–1979)
• Oh, what a feeling! (1979 – September 1985)
• Who could ask for anything more? (September 1985 – 1989)
• I love what you do for me, Toyota! (1989–1997)
• Every day (1997–2001)
• Get the feeling! (2001–2004)
• Moving Forward (2004–2012) and
• Let's Go Places (2012–present).
Company Strategy
In April 2001, Toyota adopted the "Toyota Way 2001", an expression of values and conduct guidelines that all Toyota employees should embrace. Under the two headings of
Toyota's marketing efforts in North America have focused on emphasizing the positive experiences of ownership and vehicle quality. The ownership experience has been targeted in slogans such as:
• You asked for it! You got it! (1975–1979)
• Oh, what a feeling! (1979 – September 1985)
• Who could ask for anything more? (September 1985 – 1989)
• I love what you do for me, Toyota! (1989–1997)
• Every day (1997–2001)
• Get the feeling! (2001–2004)
• Moving Forward (2004–2012) and
• Let's Go Places (2012–present).
Company Strategy
In April 2001, Toyota adopted the "Toyota Way 2001", an expression of values and conduct guidelines that all Toyota employees should embrace. Under the two headings of Respect for People and Continuous Improvement, Toyota summarizes its values and conduct guidelines with the following five principles:
• Challenge
• Kaizen (improvement)
• Genchi genbutsu (go and see)
• Respect
• Teamwork
According to external observers, the Toyota Way has four components:
1. Long-term thinking as a basis for management decisions
2. A process for problem-solving
3. Adding value to the organization by developing its people
4. Recognizing that continuously solving root problems drives organizational learning
Marketing
Toyota's marketing efforts in North America have focused on emphasizing the positive experiences of ownership and vehicle quality. The ownership experience has been targeted in slogans such as:
• You asked for it! You got it! (1975–1979)
• Oh, what a feeling! (1979 – September 1985)
• Who could ask for anything more? (September 1985 – 1989)
• I love what you do for me, Toyota! (1989–1997)
• Every day (1997–2001)
• Get the feeling! (2001–2004)
• Moving Forward (2004–2012) and
• Let's Go Places (2012–present).
Company Strategy
In April 2001, Toyota adopted the "Toyota Way 2001", an expression of values and conduct guidelines that all Toyota employees should embrace. Under the two headings of