subject: The Toyota 'q' Promise - Q For Quality [print this page] Of late, it was quite mandatory for almost every car rolling out of Toyotas stables to be linked with a recall in some part of the globe. The car maker had very recently said that it would recall 4,12,000 high-end passenger cars in North America for steering related problems. This included 3,73,000 units of its 2000-2004 model year Avalon sedans whose steering lock bar snapped under certain conditions and 39,000 of its 2003-2007 model year LX470 SUVs due to problems related to steering shaft disengagement. There had been no reports of any accidents involving the LX470 models subject to the recall.
However, the car maker is now making quality its priority. A for apple and B for bat. Now, what does Q stand for? Toyota knows of nothing but quality. Toyota Kirloskar Motor has just announced the launch of its brand new corporate campaign Toyota Q Promise.
Toyota is now offering the promise of quality to its consumers in India. The companys new Q promise or promise of quality corporate brand-building initiative will run on print, online and TV media. The car maker has already started spreading across its corporate message of Quality Revolution and the Q promise happens to be an extension of the revolution. Brand Toyota is finally on a mission of reaching out to and connecting with the Indian masses across consumer segments.
Lets see what Mr Sandeep Singh, Deputy Managing Director (Marketing) Toyota Kirloskar Motor has to say. He says that the Toyota Q Promise campaign looks at building and maintaining an emotional connection with Indian consumers across states, languages and cultures. It also looks like the car maker does not want anything to harm the launch and sales of its upcoming compact car, the Toyota Etios which is likely to be launched later this year or by early 2011. Through the campaign, Toyota is trying its best to retell its promise of quality in all it does; products, manufacturing systems, after-sales service, internal HR practices and CSR initiatives.
What exactly does the 'Q' Promise hold for everyone? It stands for Toyota's intent and commitment to the Indian people and features five promises based on product and manufacturing, safety, sales and service, trust, and last but not the least, employee welfare and skill development.
A thread happens to be the common creative element running through the campaign. A thread or dhaaga, Toyota says, is a symbol of Toyotas commitment to every Indian. It symbolises Toyotas Customer First philosophy, which is the focus when it comes to any of Toyotas new cars, systems and products. The print, online and TV campaign will run from August to October 2010 and the closing stage will involve an eight page insert in top dailies across India.
