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April 25, 2005
The Toyota, Texas and Trucks Marketing Strategy
Posted by Brad Abare | Filed under: Marketing
It's nice to see the Japanese are proud to be American too. Say hello to Toyota, the great American car company. At least that's what they want you to think. Ford and GM are trembling because of Toyota's increasing market share which spells disaster for Ford and GM's already pitiful bottom line. The big American car companies think they have the market dominated when it comes to trucks because, as Daren Fonda in his April 25, 2005 Time article (subscription required) points out, "Pickup country is perhaps the last auto segment in which patriotic shopping habits prevail."
Not so fast you slowpoke, quality-challenged American car companies. Watch Toyota as they creep further and further into the American psyche. Talk about working on their personality, Toyota already has its name slapped on the Houston Rockets basketball arena,
they're courting Texans by building an assembly plant in Texas, and teaming with cowboy-boot maker Lucchese. Plus they are the first foreign car maker to be a sponsor of the all-American racing league, NASCAR. Now if the Toto toilets would just hurry up and get affordable over here...
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