Toyota Avalon Launch Presents a Fresh Face for Brand


Avalon isn’t one of Toyota’s best-selling vehicles, and the full-size sedan has never been one of the brand’s most exciting offerings. But part of the mantle of being one of the world’s few full-line automakers is that you cover every segment, because your dealers want you to, and because there are still top- and bottom-line opportunities even at smaller volumes.

Cue Toyota’s now-launching 2013 Toyota Avalon, which it teased last April at the New York Auto Show. It’s been completely redesigned — as has one of its main competitors, the new Chevrolet Impala — and is looking to conquest buyers in the target 40- to 60-year-old market who still enjoy the virtues of a relatively full-bodied automobile.[more]

With Toyota these days, the arrow is decidedly pointing up. After a rough few years, the company is boasting of attractive new models, a corner on the global hybrid market, and renewed sales growth around the world in part because of very high customer loyalty.

The Avalon launch comes as the automaker continues to surge into U.S. dealerships. The opening TV launch spot, “Formula,” is a tribute to the development process that yielded the new Avalon, emerging from a “magic sketch” that is depicted in the spot as the model emerging from a pool of black liquid.

“Let’s take every drop of courage, every ounce of inspiration, every bit of determination, and go where we’ve never gone before,” says the voiceover, alluding to Toyota’s conviction that the new design is one more counter to the once-reliable truth that Toyota built reliable cars — but not exciting ones.

Toyota also promises a broad campaign that will include a series of web films on YouTube and, “branded experiences” for mobile (Toyota research shows many of its consumers are tablet-owners), and ride-and-drive experiences in the comnig months.

Expect Toyota to ramp up the self-affirmation in coming days as it appears at the North American International Auto Show in Detroit next week as well. Among other things, it plans to introduce a concept Furia model there.

Watch more of the 2013 Toyota Avalon launch campaign videos: