New year launch lined up for new Toyota Yaris

Toyota is to call its new European small car the Yaris and is expected to use another 32-and-a-half hour new year broadcast sponsorship deal with ITV to launch it in the UK next year.

The new model, whose name was revealed at this week’s Geneva Motor Show, is a small three- or five-door hatchback and will replace the Starlet.

Mike Moran, marketing director for Toyota (GB), says: “We sell about 10,000 Starlets a year in the UK and will be looking to sell twice, or possibly three times, the number of Yaris models.”

Toyota is almost certain to use its ITV sponsorship deal as part of the marketing programme for the UK Yaris launch. This deal was part of an 18m package brokered last year through Carlton, which was put together in time for the launch of the Avensis, a family saloon (MW December 11 1997).

The deal gives Toyota the opportunity to run idents and break bumpers before, during and after almost every ITV programme from the morning of New Year’s Eve to midnight on New Year’s Day until the year 2001/2.

Ford has revealed the replacement model for the Escort at the Geneva Motor Show; it will be known as Focus. The new car will be made in Saarlouis, Germany, and will go on sale in the UK in the autumn. Production of the old model Escort will continue at Halewood on Merseyside until 2000.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here