Backseat Driver: Toyota relies on Avalon to sell itself
11:21 AM Thu, Nov 12, 2009 | Permalink
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Ronald Rene called me the other day to ask why Toyota does not heavily advertise its premier Avalon sedan. As he said, it's a great car, why don't they get the word out? Frankly, I don't know but I have an idea. Fact is there is no better form of advertising than word of mouth (just ask any movie producer), and Toyota's whole take on the Avalon is understated class. And promoting understated class is an oxymoron. Meanwhile, Rene's call prompted me to pay more attention to Toyota's ads and I was surprised by the dominance of one key factor: reliability. The point is made again and again, to the extent that performance and styling are barely mentioned. But then it has been reliability which has taken the company - along with Honda - to the top of the global auto industry. And it is hardly a new idea - is there anyone who is not familiar with Aesop's fable of the tortoise and the hare? 
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