How To Gain Your Power Back. The Toyota Advertising Challange
13 May 2020

How hybrid vehicles are perceived
Hybrid or electric cars are perceived as too expensive, as are most products that are considered sustainable. Even though Toyota released the Prius, which is considered a less expensive car, it is generally considered “uncool” to own one.Toyota sustainable advertising
On Earth Day in 2019, Toyota released a campaign that collaborated with Micheal Shainblum, a landscape, timelapse and aerial photographer based in San Francisco, California. Michael first made a name for himself through his unique creativity and the ability to capture scenes and moments in his distinct style of surreal, visual story telling.What People Should Know About Toyota’s Sustainability
Toyota claims to be a brand that commits to sustainable development while also aiming for superior quality. As pioneers in the hybrid car niche, Toyota faced and still face issues of performance and safety which reflects upon the overall credibility and quality of the brand. With this, the Prius has been recalled quite a few times. In 2018 one million hybrid cars were recalled due to a potential fire risk. This recall damaged Toyota’s brand claim by being perceived as less credible in the eyes of the consumer. This led to an open space in the growingly competitive green market. However, what is most tragic about this situation is the impact on the green industry as a whole. It gives those skeptical about climate change a reason to separate themselves from their wallets due to their proven conception that green is a marketing “scam.” In a 2008 article by Wired Magazine it was revealed that making a Prius contributes more carbon to the atmosphere then in the making of a Hummer. This is due to the 30 pounds of nickel in the cars battery which has a great environmental cost. Once the car is on the road for a prolonged amount of time the superior fuel economy will pay off, but the production of the vehicle is suspected to be far from sustainable. from then on this is a kind of regular controversial conversation about how green are green vehicles While Toyota does have issues, they do have good intentions in some respects. For example, they took on a role as an environmentalist leader by creating a set of green guidelines for the 500 suppliers that provide materials for the automaker. With this they are staying true to their brand claim by setting an environmental commitment beyond its own processes and trying to create a sustainable supply chain.What Toyota Could Do To Better Advertise
Because other companies are beginning to have sustainability on their radar, Toyota is not often reported on because they aren’t necessarily the most relevant or groundbreaking car company sustainability-wise anymore. When the Prius came out, it was revolutionary so media outlets were constantly reporting on environmental pioneer Toyota in the early 2000s. But now, in 2020, Toyota’s title of environmental car forerunner has been taken over by other car companies, such as Tesla, especially as Tesla works towards moving into a more affordable price bracket, Audi and even Porche which are more and more engaging in their marketing approach. READ ALSO: Cars’ Shocking Future. It’s All About Green It’s time to lead from behind and be at the forefront in advertising, exactly as for their top luxury brand, Lexus (do you remember LStudio?, unfortunately they stopped their operations 2 years ago), which is joining the ever-expanding list of all-electric vehicles in 2020 with the UX300e
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