LOS ANGELES -- In an effort to focus more on individual vehicle lines, Toyota Division is restructuring its marketing department into product teams.
The realignment means that each nameplate will have representatives for branding, product training, social media, digital marketing, product marketing and marketing communications, said Jack Hollis, Toyota Division vice president of marketing. The existing structure broke the department down by discipline.
"My desire was to have more of a brand focus on every vehicle, where every product team was in charge, from strategy and launch through life cycle to minor changes," Hollis said in an interview last week.
Not every discipline will be represented under the new structure. The incentives, motorsports and engagement marketing sectors will remain separate and autonomous, Hollis said.
Toyota has put all advertising under the slogan "Let's Go Places," but Hollis has said he wants to see more focus on individual products to use cars "to explain the value of company. The model advertising is the critical part of our core Tier 1 advertising. It's less about trying to sell a lineup of products."
The new structure is expected to be in place on May 1. The changes involve only the Toyota brand; Lexus and Scion are not affected.
Employees' responsibilities are being redefined to be more "integrated, flexible and efficient," the company said in a statement. All 80 employees in the marketing department must reapply for newly created positions or leave the company.
There likely will be no reduction in employee count, Hollis said.