TITLE

Youthful thinking

AUTHOR(S)
Halliday, Jean
PUB. DATE
April 2000
SOURCE
Advertising Age;4/17/2000, Vol. 71 Issue 17, ps14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the effort of automobile manufacturers Ford Motor Co. and Toyota Motor Sales USA to attract younger consumers. The two marketers launched all new cars in 2000 targeted at buyers as young as 20. The marketers' strategies differ. Toyota is taking a three-vehicle approach to reach 20-to-37-year-olds, says Steve Sturm, VP of marketing at Toyota. The all-new Echo is a small car aimed at fresh college graduates; target for the redesigned Celica coupe are in their mid 20s. Ford Division is aiming advertisements for its all-new Focus small car and wagon models at 21-to-29-year-olds, even though older consumers are buying the model too, says Julie Roehm, brand manager. J. Walter Thompson USA created live TV commercials for the Ford Focus, along with separate, taped executions that broke in September 1999. For Toyota, Saatchi & Saatchi created a futuristic-looking 45-second spot dubbed Revolution that promoted all three cars.
ACCESSION #
3011723

 

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