Case Study

Toyota: Repositioning the brand in Europe (C)

5 pages
December 2000
Reference: IMD-5-0566

The introduction of the Toyota Yaris was a huge success. In total, 18 European distributors adopted the standardized advertising approach for the Yaris. Sales forecasts for the first year were soon raised from 100,000 units to 130,000 units per annum. This success continued in 2000, Toyota had by far the strongest sales growth of all Japanese manufacturers in Europe. The last case of this series explains in detail the process followed by Toyota for repositioning the brand. The success of this repositioning process makes Toyota’s repositioning a best-practice example in the industry.

Branding, Automotive
Field Research
© 2000
Available Languages
Related material
Teaching note, Video
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