Toyota marketing has gone too far with the 86
 

Hey guys,

I don't watch commercials and I came across this article which shows some of the recent 86 ads and I'm honestly shocked. The way toyota markets this car is a complete shame.

I wanted to share this link with you guys that has a bunch of recent 86 ads.
http://jalopnik.com/toyota-is-comple...the-1791978350

I can't imagine a worse ad for this car. Somone from Toyota marketing needs to explain what the hell they could be thinking with this.

Toyota made the grounded to ground Camry bullshit. Don't act surprised

http://www.ft86club.com/forums/showt...70#post2845670

Yep I agree! Take a niche market vehicle and squeeze it into an even smaller crowd. Those of us that use it as a daily know it is perfectly functional (not ideal for some but gets the job done) and this blows all that away. We should all ditch our families, dump or signifigent others, quit our jobs and do nothing but drive around like asshats on the public roads.

agreed..the angle should be that its a great car to drive for every place you need to drive to, every time.

Here is an ad that I always imagined......."You are driving with a co-worker to work, and the bridge that is the shortest way to work is out. The bridge needs to be repaired and for 2 wks you have to take the long way to work.

But the long way has more twists and turns so you and your co-worked don't mind.

Then one day the two of you come up to the bridge and its repaired and open.

But instead of taking the short cut to work over the bridge , you make a left and take the longer route again to enjoy all the twists and turns"

That gets the correct message across, don't you think?

That's a great idea for an ad. That would speak to me far more than any of the garbage marketing Toyota cobbled together. Too bad Toyota doesn't have good ideas like that.

I liked the ad. The car isnt for everyone, Ive seen them sold, because the owner needed something more practical.

On the other hand, an enthusiast will understand what the car is from the ad, and the others will see its not just a cute sporty car.

My opinion is that an ad which I as an enthusiast find unappealing, will probably work on the masses.

All US Toyota ads suck. They seem to have hired the worst possible ad agency they could find to just piss everybody off with stupid ads. These are even worse than the Scion ad with the two gay dudes finding love in the FRS.

the ads are cool

I actually like this ad. It's literally telling you it's a sportscar and there was no compromise to it.

Like it's literally for the "die hard" sports car type person.

Now THIS is a sports car commercial.

[ame="https://www.youtube.com/watch?v=CP7ijUkgc-4"]Chevrolet Corvette 1984 commercial - YouTube[/ame]

That's about 180 degrees out from what the 86 is.

It's exactly what the 86 is. It's a drivers car, and about as close as you can get to a pure sports car, like the Lotus Elise, Fiat 124, S2000 and Miata. For a sportscar purist anyway. I'll go back a bit more, and add the TR3, MGB, and Lotus 7. Light, nimble, and no (or minimal) extra b.s.

For a "no compromise" car, it has quite a few compromises. And I agree with you. It's a cheap-ass car built for fun.

Despite the criticism, this is actually the most appropriate way for Toyota to market the car.

They are right about everything except the girlfriend thing. Borderline sexist, even though their statistics may justify it. I think most people with a second car would use that instead of the 86 for daily activities. Those of us that only have the 86 can't really comment because we might do the same.

The problem with trying to get into the details is that it's even harder for non-enthusiasts to get it. This is a message that everyone can understand and I applaud Toyota for taking a step back in the direction of cars that don't need to be overly practical to have a sustainable market.

Agreed, the leather, sat radio, power windows, navigation, could all be left out, but for this era, it is pretty close.

They're all options still aren't they? You should still be able to get cloth seats, basic hvac, etc.

So they make a commercial about an inexpensive mass produced coupe and tell 99.999% of the car buying public it isn't good for their day to day use? Is their marketing plan to sell so few that they can just drop the model? If they ever make the Supra will they say the 86 were just a joke and this is the car you need to get? Just how many "die hard sports car fans" are out there really?
This isn't a Ferrari and marketing it like one makes no sense when the reality of the 86 is that most are simple daily drivers (this forum is the exception not the rule as far as owners go). They want to sell these cars then they need to show that Joe and Jill pubic can indeed use it for more than just drifting around some curves.

Tcoat can probably tell us for sure, but my guess is that people that grew up with Fast and Furious are now moving into leadership positions. Plastic fantastic ugly and marketing aimed at nobody who lives in the real world is the result.

2500 members here, double that for those who don't bother to join forums for 5000 "hard-core, no-compromise hard-driving steely-eyed motorheads" who bought a cheap car for nothing but fun. That leaves a whole lot of daily-drivers being ignored by Toyota. The same clowns who felt the need to add "aggressiveness" to the car are now doing the advertising. Good luck.

151 members and 570 guests
Most users ever online was 2541, 11-30-2011 at 09:24 PM

2015 article. Why Scion FR-S Sales Have Plunged: The Life and Times of an Ultra-Niche Product

The best ads for this demographic were the ones put out by VW for the GTI. Almost any of their ads on YouTube are fantastic https://youtu.be/ShLcvWiMCbc

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Seriously have you people never seen a Toyota commercial? Don't take them so seriously. I mean they marketed the Yaris with the tagline,"It's a car!" Well duh. It is also the best selling car across Europe year after year.

Or maybe y'all have never heard of sarcasm. Which these adds are absolutely rolling in.

And never read jalopnik. It is like reading Pravda, but worse. At least someone intelligent looked at the Pravda copy at some point. Jalopnik refuses to be anything but drivel.

What are the wheels in the Grandma commercial?

I like them. Like the girlfriend too.

I miss the commercials like this:

https://youtu.be/W7jBnYS_Ot8

I don't know if it's because I looked at a couple of the ads on youtube or what, but the ads have been turning up an awful lot lately in my web browsing and stuff. Even Instagram on my phone I keep seeing Toyota sponsored posts with the 86.

I don't think it's from advertisement tracking since I've barely ever looked at the 86 stuff on toyota's website (bought a BRZ).

I did think the one about a girlfriend was super tacky. "All those curves, deeper and deeper."

Felt like such a sex ad lol.

the worst ?
not sure..i guess its personal preference
but after seeing this ad, I was so uncomfortable almost traded in my car

http://i1082.photobucket.com/albums/...psewkh21zm.jpg

omg i tried so hard to forget that

I personally like the ads. The 86 can do basically all of those things but that isn't what the car was specifically built to do. That is the point. It wasn't built to pick up your grandma. It wasn't built to get groceries. It wasn't built to take on family vacations. You can use a screwdriver as a pry bar, but that isn't the primary purpose. This car wasn't built with practicality as a priority. Considering how many people bought this car and then traded it in because it wasn't practical enough, they are advertising a bit of reality about the car.

If I didn't have room for 3 cars, I wouldn't have an FR-S because of the practicality issue. Sure, I use my FR-S to run to the grocery store, take my bikes to the trailhead, or go on a weekend trip, but it needs to be a pretty specific situation where that works out (only picking up a few items or don't have people with me, only one bike/no other people with me, and just me and my daughter respectively). The 4Runner does all of those things with no exceptions.

I think everyone is missing the point about these commercials. They are meant to make you feel like you are buying something truly special. They are separating the boring practical crowd that they assume is already turned off by this car and playing on the desires of their market to make the consumer feel that they themselves are the special ones. YOU must be very exciting if you buy this car. Because this is a VERY exciting car. YOU are now labeled once you buy this car as an exciting person, a person not held back by the mundane need for practical devices. You are a cut from a different cloth, one that values thrill above all else.

I think its a great add. You honestly think that people need an ad to tell you what things your automobile can and cannot do? Cars have inherent capabilities. Groceries and grandma are one of them if your car has more than 1 seat and isn't the size of a laundry basket. Theres noone left to "alienate" because anyone who is seriously considering a car like this knows they are getting something some what in-practical.

I believe they are playing on you're emotions to ditch whats ordinary and go with your inner thrill that doesn't care about anything normal plebs care about. And that makes you someone toyota deems special enough to own this car.

This add campaign isn't rocket science to dissect. It hits their message true and to the point. No sprinkles needed.

We all know billion dollar companies can sometimes miss their segment, but I would have to disagree with the majority of opinions on this one.

Yeah I got my car to be a fun commuter and solo plaything with the very occasional run around car for family stuff. I lost that job a year later and it turned into a do everything (sometimes not so well) car and it's functioning ok in that capacity. It's a good thing my daughters are really short or I'd have had to get rid of it. As a bicycle sales rep it's getting challenging and I know it will look wrong with 4 bikes on it, two on a hitch rack and two on the roof, but it's what I've got.

Not for groceries? Don't I feel stupid driving to Costco now with my FR-S? That's the kind of ad you'd use if the car was a true seater, 400+ hp, and a lot more expensive. Then again, I've taken the '17 Corvette to Costco too.....

Hey, the idea behind the marketing is to catch people's attention and generate conversation. It's poorly executed if they really want to sell more cars but in their eyes, it works if it generates buzz. I don't want to get into politics on this but if this type of marketing worked for Trump, why not Toyota haha.

Anything with the word "illz" in it almost always involves dumbassery.

haha i love the QQ about the commercials not being good. I love them, they are good. Fast paced and have humor. If I didnt own one, i'd consider one after watching those.

I've actually walked to get groceries once or twice. Some of you sound like you need a commercial to tell me what is and isn't possible on foot too.

Where in the ad does it say it can't do that?


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The youtube (http://jalopnik.com/toyota-is-comple...the-1791978350) link under "This is stupid" shows "not for groceries" under the red 86. During the ad "not..for.. groceries" flashes on the screen one word at a time at about the 8 second 9 second and 10 second marks. The link underneath is not picking up grandma which I can see as being true being the car is kinda low.

From the same company as: Attachment 149173

Making Corollas exciting.

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> Jalopnik

> A totally reputable source for opinions on cars