In 1936, Toyota admitted following Chrysler's landmark Airflow and patterning its engine after a 1933 Chevrolet engine. But by 2000, when it introduced the first hybrid electric-gasoline car, the Prius, Toyota was the leader. In 2002, when the second-generation Prius hit showrooms dealers received 10,000 orders before the car was even available. GM followed with an announcement that it would enter the hybrid market with models of its own. Toyota offers a full line of cars for the U.S market, from family sedans and sport utility vehicles to trucks and minivans. It has products for different price points, from lower-cost Scions to mid-priced Camrys to the luxury Lexus. Designing these different products means listening to different customers, building the cars they want, and then crafting marketing to reinforce each makes image After four years of carefully listening to teens, for in stance, Toyota learned that the Scion's target age of 16- to 21-year-olds wanted personalization. Soit builds the car"mono-spec" at the factory, with just one well equipped trim level, and lets customers choose from over 40 customization elements at dealerships, from stereo components to wheels and even floor mats. Toyota mar kets the Scion at music events and has showrooms where"young people feel comfortable hanging out and not a place where they just go stare at a car," said Scion Vice President Jim Letz. In contrast, the tagline for the Lexus global strategy is"Passionate Pursuit of Perfection." Dealerships offer white-glove treatment, though Toyota understands that each country defines perfection differently. In the United States, perfection and luxury mean comfort, size, and dependability. In Europe, luxury means attention to detail and brand heritage. Thus, although Toyota maintains consistent Lexus visual vocabulary, logo, font, and overall communication, the advertising varies by country,
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