 Toyota is intent on being perceived as part of the American economy and culture — and is spending big bucks to make that happen. Imagine a Toyota Camry with rear-wheel drive instead of front-wheel drive, a carburetor versus fuel injection, and a four-speed manual transmission rather than an automatic. You have just conjured up a 1960′s muscle car, and the template for NASCAR’s Nextel and Busch racing series. Drape the Camry in a sponsor’s livery with lots of supporting products advertised and Toyota joins the ranks of the Big 3 U.S. (well, 2 U.S. and 1 German) auto companies in racing “stock cars” around an oval track.
Automakers traditionally “race on Sunday and sell on Monday.” Until a few years ago, Toyota limited itself to open-wheel cars like F1 (not big with most American racing fans), but began competing in NASCAR’s Craftsman pickup truck series once it started selling full-size trucks in the U.S. With Camry racing against Chevrolet, Dodge, and Ford, Toyota insinuates itself into mainstream American motor racing.
But wait, there’s more. Just in case NASCAR isn’t your sport, Toyota will launch a new ad campaign during the National Football League’s Super Bowl XL (that’s 40, not extra-large, and it’s American football, not soccer). The advertisement will introduce the hybrid gasoline-electric Camry, using both English and Spanish dialog.
We know of few companies that have localized themselves to this degree of manufacture, cultural ties, and even investment in local minorities. That attention to detail explains why Toyota threatens to surpass General Motors as the world’s largest automaker.
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