Toyota bid to rebuild brand reputation still in slow lane

Car manufacturer hit by recall crisis sees reputation rise, according to YouGov.

Toyota
Television campaign: The ‘Your Toyota is My Toyota’ ad aims to rebuild brand reputation

Toyota is slowly beginning to restore confidence in its brand, but still has work to do to fully regain consumer trust, according to the latest YouGov BrandIndex figures.

The car marque has seen its reputation score increase to 19.6 this week from a low of -7.8 during the global recall crisis in February.
Its Index rating has also increased to 17.1 from a low of -3.6 and its Buzz rating is up to 1.0 from a yearly low of -62.7.

However, Toyota’s reputation score is still far short of the 29.5 achieved in January and its buzz score also falls well below the 12.7 that the brand was hitting at the start of the year. Overall, the Index scores are 9.1 points behind their January levels.

Toyota has launched a series of reassurance campaigns since February. The latest “Your Toyota is My Toyota” ad features employees championing the car manufacturer.

However, almost two-thirds (62%) of respondents to the latest MarketingWeek.co.uk poll doubt whether the campaign will rebuild trust in the brand. And only 29% think it is the right brand move.

Toyota’s UK sales have continued to slide on a monthly basis, according to figures from the Society of Motor Manufacturers and Traders.

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