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Every car company needs passion or at least look like it's passionate to sell cars. People hate cars that are 'boring' even the lalalalala IDGAF average consumer. That's why your starting to see people buy less Toyotas and more, well everything. Toyota is starting to be considered the boring, standard japanese car and people want to try something different. That's why you see so many Toyota ads talking about how green they are. Their trying to show they have a passion (green technology) and that people who share that passion should buy Toyota (Even though almost everyone knows how horrible priuses are for the enviroment).
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