Toyota is counting on a sweeping advertising barrage to regain consumer confidence in its Camry, positioning itself as “smart, safe and worry-free.”
The campaign will coincide with both Toyota’s expected return to full production capacity and a redesign for the Camry. And by “massive” and “sweeping,” Toyota plans on 40 commercials with the company’s familiar narrative of safe, dependable transportation for the masses.
It’s been a tough year for Toyota in general: they are still recovering from the spate of product recalls last year, as well as the production downturn from the earthquake. And to recover, they are aiming this campaign alongside at least 20 new or redesigned cars within the next two years: 13 of which will be significantly more different than now. It will include a new Avalon, a compact Prius, and the long-awaited FRS sports car for Scion. Ultimately, Toyota wants to hit a sales target of 2 million vehicles by 2013.
Expect to see ads beginning in October. There’s no word on whether they’ll involve ninjas, zombies, or children’s television mascots.
[Source: Wall Street Journal]