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NINETY EIGHT REGENCY

TOYOTA COURTS LATINO BUYERS WITH FREE DECALS, SPANISH WEB SITE

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TOYOTA COURTS LATINO BUYERS WITH FREE DECALS, SPANISH WEB SITE

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Politics and the auto industry appear to be more interwoven now than ever before, so it should come as little surprise that the latest effort by Toyota is so deliberately based on ethnicity.

Automakers regularly make an effort to target specific audiences with various advertisements by creating commercials that use actors of a particular race or ethnicity, or even commercials that highlight values typically held by specific groups. In this case, Toyota is taking its marketing efforts even more directly to its latino base with a two-front campaign.

On the first front, Toyota has created over 100 unique bumper stickers which have messages aimed at celebrating Hispanic heritage – with a minimal mention of Toyota. It is that unique fact that makes this marketing campaign aimed at creating a sense of belonging and loyalty to, from and with latino buyers and Toyota unique from typical race or ethnic-based advertising.

These decals are available on Toyota’s Spanish language Facebook page, and will also be given away at festivals taking place in Los Angeles, Dallas, Houston, Miami, New York and Chicago – all key markets for Hispanic buyers. Some messages include, “Somos muchos,” which translates to “We are many,” as well as, “Somos muchos Mexicanos,” or, “Somos muchos Hondurenos.”

“The aim of this campaign is to celebrate our loyal Latino customers,” said Tim Morrison, corporate manager of marketing communications for Toyota Motor Sales, U.S.A., Inc. “The campaign offers a unique way for our loyal customers to honor their cultural heritage while expressing pride in their Toyota vehicles.”

Toyota launches new Spanish version of its Web site

In addition to launching a unique campaign with Hispanic pride decals, Toyota has also recently launched a new version of its Web site in Spanish. Toyota says that roughly one out of every four new vehicles sold in the U.S. to Hispanic buyers are Toyotas. The Japanese automaker also realizes that Latinos make up the second-largest minority group in the U.S., with 35.3 million people, or 12.5 of the U.S. population.

“Toyota understands that this is the fastest growing market segment,” said Steve Sturm, Toyota vice president of marketing. “We are constantly striving to improve the consumer experience, so this tool offers us yet another way to help one of our target markets make purchasing decisions.”

link:

http://www.leftlanenews.com/toyota-courts-latino-buyers-with-free-decals-spanish-web-site.html

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