TITLE

Boomers' favorite Toyota now wants their kids, too

AUTHOR(S)
Cuneo, Alice Z.; Halliday, Jean
PUB. DATE
April 1999
SOURCE
Advertising Age;4/5/1999, Vol. 70 Issue 15, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the establishment of marketing teams by Toyota Motor Sales USA for a focused effort to reestablish its connection with the young new-car buyer, as of April 1999. Don Esmond, group vice president-general manager of the Toyota Division, said in the late 1960s and early 1970s, cars such as the Corolla and Celica laid the foundation for the phenomenal success of Toyota in North America. Those cars were an instant hit with young buyers from the immense baby boom generation, 77 million strong. In the first print advertising effort from the new youth units, Ed, from Driver's Ed, presents humorous driving-related tips. The campaign is intended to drum up interest over the long haul among children ages 12 to 18 and among car buyers ages 18 to 30 for three new models being introduced starting in October.
ACCESSION #
1727397

 

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