Toyota could teach a thing or two to the auto industry about branding. Volkswagen Group, listen up. I made this case about the Volkswagen Phaeton, and I’ve made this case twice about the Audi S8. (Enter hate mail).
Toyota sells three levels of cars, and it has a different brand for each car. Three car names. Three brands. Three markets. Toyota gets it, and the sales have followed. Toyota is now the second largest car manufacturer in the world.
Toyota - Notorious for selling quality cars that get good gas mileage. Wide ranging demographic.
Lexus - Instead of selling the Toyota IS 350 or the Toyota LS or GS line, Toyota wisely launches a completely different line of automobiles and calls it Lexus. Lexus becomes notorious for luxury, quality and reliability.
Scion - Wanting to get more younger people into it’s stores and familiar with the Toyota brand, Toyota launches a completely different line of automobiles and calls it Scion. No Toyota Xb or TC. It’s the Scion, which means descendent or heir. Where do you buy a Scion? At a Toyota dealer. The demographic is younger folks. Buyers can customize their cars in hundreds of ways, and the budget fits.
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[...] I wrote yesterday how Toyota is one of the few car companies that understand how to build a strong automotive brand. (Toyota teaches a lesson in branding). [...]
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