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Toyota Debuts Smart, New Slogans

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On: Mon, Dec 5, 2011 at 12:56PM | By: Chris Weiss

Toyota Debuts Smart, New Slogans

Given the failure of some automakers to come up with a catchy tagline, it's good to see that others still have it. Toyota is highlighting its new focus on sporty, fun cars with a pair of new slogans that should help it transition from its image of 'rock-solid reliable but dull' to 'fun and sporty once again'.

If you think back about a decade or two, Toyota was a serious force in the Japanese sports car market. It is, after all, the company that brought us the awesome Supra and the less awesome but more attainable Celica.

Since those cars disappeared in the earlier in the millennium, Toyota has been known more for its reliable commuter workhorses like the Corolla and Camry. It's also been known as a green innovator thanks mostly to the Prius. But it really hasn't been known for cars that are fun to drive.

Toyota chief Akio Toyoda alluded to a new direction earlier this year at the Geneva Motor Show. "I want to transfer the thrill of the race track to our vehicles, and make driving fun and exciting for our customers," he said in relation to the GT-86, which was still a concept at the time.

With the debut of the GT 86, Toyota made its first big step toward a reputation for sporty, performance-oriented cars. But the car won't be working to change the image alone. Toyota's new taglines reveal its intentions clearly and succinctly. They are "Reborn" and "Fun to Drive, Again".

Simple, but with a clear message: We like it.

Toyoda expanded upon the concepts at the Tokyo Motor Show: "I believe if it is not fun then it is not a car. There are many different ways of travelling from A to B, but a car must have an emotional presence that inspires drivers to enjoy the feeling of driving."

In addition to the new strategy, the 'Reborn' slogan refers to Toyota's reemergence from the devastating natural disasters that hit Japan earlier this year.

Not only did Toyota debut the GT 86, but it showed three concepts in Tokyo that take direction from its new focus on sportier, fun cars.

While Toyota has become a green leader, Akio Toyoda doesn't have any plans of abandoning traditional cars. He said, "Personally I like the smell of gasoline and sound of an engine, so I hope this type of vehicle won't disappear."



Stephy21 | 9:11AM (Tue, Dec 6, 2011)

Toyota makes some really good cars and i like there sporty cars a lot. They always have something new to bring to the table these days.

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