Toyota is in for changes in its strategy and marketing initiatives. The Japanese multi-national that felt the effects of a global slowdown is now stepping on the gas, not in the traditional way of expanding with numbers and volumes but in terms of strategic decisions that are in line with its successful strides in new markets. Toyota has just cleared its position on some bad press it received as a result of its mats leading to unintended acceleration, after it has amply been proved that there were no mechanical problems involved in the issue.

Toyota Prius: With the mat news behind it, Toyota plans to make its way forward through initiatives in the production and marketing departments. Toyota ’s Prius Hybrid vehicle has been a roaring success as a stand-alone brand. High on style, space and efficiency, the vehicle, after its enormous acceptance with the consumers, is being seen as more than yet another model in Toyota ’s stable but as a marque that is strong enough to have a slew of models within the Prius brand. While no decision has been taken in this regard and while it is yet to be approved by the management, the move by Toyota is very much on the cards, which could see the Toyota Prius brand being stretched to accommodate sub-brands under the marque.

Lexus Hybrid: Next in line is to cash in on the success of its hybrid vehicles and the star power of Lexus – Toyota has ideas to make Lexus a hybrid-only brand in the UK. And in efforts to project all its brands and initiatives using the right pedestal, Toyota is going ahead with its consolidation in the Advertising arena, pooling all its advertising projects for Toyota brand in Europe into Saatchi & Saatchi’s account. While individual projects were allotted to different ad agencies previously, the move is aimed at creating and projecting a uniform image of what the brand stands for in the market. Advertising messages for its Lexus brand would be handled by CHI & Partners. Both the agencies would work in unison to creating a global marketing campaign and to provide a more consistent and uniform branding platform across the globe.

Toyota is known to be consistent in its product quality and in the production department. With its initiatives in the fast-growing hybrid market and with efforts to get its branding and advertising acts together, Toyota could well be expected to set the roads on fire in the days to come.