Toyota plans to use customer accolades in campaign

Toyota is to highlight user experiences and industry accolades in its latest marketing push in an attempt to reassure consumers following a spate of recalls and faults.

The company wants to extend the theme of its “Your Toyota is My Toyota” pan-European advertising campaign, and says it is focused on “overcoming prejudices”.

Toyota GB commercial director Jon Williams says: “Combined with company-wide efforts to make our already great products even better, we aim to convince the remaining doubters, overcome any lingering prejudice and have everyone judge the brand on the reality of the quality experience reported by owners.”

Toyota will focus on reaffirming its commitment to quality by highlighting its recognition in the JD Power survey, where the Aygo and Yaris achieved the top ranking in the City Car and Small Car categories.

This will be in addition to its five-year warranty pledge and full-page press ads fronted by staff from Toyota Manufacturing UK, promising to “pick up imperfections that are smaller than a human hair”.

Toyota is facing another backlash after the automotive firm warned of a potential fault with the engines of about 270,000 cars it has sold worldwide. The company has had to recall all the vehicles, which includes seven luxury Lexus models and the popular Toyota Crown. Lexus says 3,238 vehicles will be recalled in the UK.

The latest quality problem follows the recall of more than

8 million vehicles, which had problems with sticking accelerator pedals earlier this year.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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