LONDON – Toyota is taking a marketing campaign for its new Aygo minicar directly to places where young people hang out.
The Japanese automaker will hand out T-shirts with the slogan “Aygo all night long” at music festivals this summer and during city promotional tours.
And in the UK, Toyota has ordered a print run of seven million beer mats that will promote the Aygo in trendy bars.
It’s all part of Toyota’s attempt to attract 20-something buyers from what the carmaker calls the “E” (emerging) generation.
“There is potential in Europe to develop Toyota as a brand for the younger market,” said Andrea Formica, Toyota Europe’s vice president for sales and marketing.
Other activities intended to give the Aygo youth appeal include a spoof record launch in the UK and sponsorship of the “T4 On The Beach” music festival in Weston-super-Mare, England, in mid-June. The festival is expected to attract 40,000 visitors.
From June until October, Toyota also will stage events for young people in European cities such as London, Paris and Berlin.
Toyota is even providing its dealers with special training to help them attract young customers into the showrooms.
Toyota also will offer finance and insurance deals to tempt younger buyers away from second-hand cars.
The Aygo goes on sale starting in June.