The Toyota brand is changing its U.S. advertising tag line to "Let's Go Places," replacing "Moving Forward," its slogan since 2004.
At Toyota's national dealer meeting today in Las Vegas, Toyota Motor President Akio Toyoda said the new tag line reflects the company's commitment to more exciting products, and a promise to invite customers to take part in shaping Toyota's future.
The announcement follows the division's 31 percent U.S. sales gain through August and three years of battling recession, recalls and natural disasters.
The tag line will be introduced into Toyota advertising on Dec. 31, as part of the launch for the redesigned 2013 Avalon full-sized sedan.
"It is energetic, aspirational, inclusive and very versatile," Bill Fay, Toyota Division general manager, said in a statement. "The phrase conveys a dual meaning of physically going places and taking off on an adventure, while also expressing optimism and the promise of exciting innovation that enriches people's lives."
Toyota worked with advertising partners Saatchi & Saatchi, Dentsu America, Conill, Burrell, Intertrend and Grieco Research to create the tag line.
Other past Toyota tag lines include: "You asked for it. You got it" from 1975 to 1979; "Who could ask for anything more?" from 1986 to 1990; and "Toyota. Everyday," which used the Sly and the Family Stone song "Everyday People," from 1997 to 2001. Still, people mostly recall the 1980-86 slogan, "Oh, What A Feeling," showing owners jumping for joy about their purchases.
Beginning in 2013, "Let's Go Places" will be used in Toyota's national and regional advertising, engagement, communications and digital marketing. Toyota Division and its Scion youth brand will introduce seven new or redesigned vehicles in 2013.
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