All the way………….
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Toyota enters the next phase of it’s European Powertrain Strategy. At an executive meeting, a day before the Geneva Motor Show, Toyota has shared some information of the next step of its powertrain strategy for Europe. The new generation Auris, to be built at Toyota UK’s factory on year 2019 onwards. Consumers will be offered with 3 powertrains choices, including two hybrids electric vehicle (HEV) systems:
1.2-litre turbo – a 114bhp four-cylinder, direct injection turbocharged petrol engine.
1.8-litre HEV powertrain – 121bhp fourth generation HEV system, which are currently featured in the Toyota Prius and C-HR.
2.0-litre HEV powertrain – a new and much more powerful Toyota New Global Architecture (TNGA) HEV powertrain producing 178bhp.
The new generation Auris will be with petrol and HEV powertrains, which is similar to the decision Toyota took with C-HR in 2016 that there will be no diesel version.
Strong demand from customers for HEV versions of its core models is prompting Toyota to phase out diesel from all its passenger cars in 2018.
Year 2017, HEVs is responsible for 41% of Toyota Motor Europe’s total sales, which lead to an increase of 38% year-on-year to a total of 406k units. By comparison, the diesel mix for Toyota passenger cars was less than 10% during that same year.
Toyota has continued to offer diesel engines in commercial vehicles (Hilux, Proace and Land Cruiser) to meet customer demand.
President and CEO of Toyota Motor Europe, Johan van Zyl, said: “Toyota began the hybrid electric vehicle technology for more than 20 years. For few years, HEVs have been the dominant powertrain where they have been offered.
Toyota C-HR, HEVs, latest new model has accounted for 78% of sales last year.
As part of their marketing strategy, they are progressively expanding their HEV offering with a 2nd and more powerful 2.0-litre engine. Starting with the new generation Auris, this expanded HEV line-up is a natural reaction to their passenger car customers’ demands.
Toyota’s HEV mix in passenger cars reached equality with the diesel mix in 2015. Till today, HEV sales to a large extend exceeded those of their diesels vehicles.
This year TOYOTA Launched “The C-HR Diamond Lucky Draw Contest” which was held from 10 Jan until 28 Feb. The lucky draw was carried out on 28 March 2018 and a 3rd party representative has to be present at Borneo Motors Singapore’s office known as Inchcape Centre.
Customers who purchase a Toyota C-HR by 27 Feb 2018 are eligible for the draw. They stand a chance to win a 1.2 carat diamond!
The All New Toyota C-HR
A Stylish Cut and a Precision Drive.
Redefining workmanship. There’s no other car that are similar to the striking lines and seamless curves that brings out the unique diamond design of the C-HR.
Challenging the very definition of traditional compact SUV style.
Fun at your fingertips. The C-HR handles unlike any other compact SUV. The chief engineer’s passion for racing can be felt in every responsive touch, allowing customers to guide along route at every turn and bend with precision.
TOYOTA PROMOTION STRATEGY
Digital / Social Media Advertising
All their promotion can be found in Toyota website. (https://www.toyota.com.sg/promotions) In year 2018, almost all people in the world uses social media e.g. Facebook, Instagram, twitter and many more. Checking any info or promotion via media advertising is hassle free, meaning customers do not have to speak to any sales representative or come down to any or their showroom. All details and fact can be found in Toyota website.
To attract certain target group, affective advertising medium need to be selected.
Sales promotion are aimed to use different strategy to persuade buyers to buy Toyota product that are offered in the market, trying to surpass their competitors while attracting and retaining their customer.