Road Rivals

THE CHALLENGE

Toyota’s historical advantages in reliability, safety, and value were no longer clearly differentiated.

Hyundai, Subaru, and Honda had caught up, making Toyota easier to overlook. As a result, consideration softened and sales momentum began to slow.​

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THE INSIGHT 

When every brand has a “best” product, people stop chasing peaks and start looking for confidence. 
A brand that feels strong across its entire lineup signals depth and capability, making the choice feel clear.​

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THE SOLUTION

Rework Toyota’s brand pillars around new category differentiators to reassert leadership.

The brand was sharpened around hybrid leadership, AWD capability, and no-cost maintenance – and brought to life through Road Rivals, a multi-channel campaign spanning broadcast TV, social, web, and search, positioning Toyota as the clear auto leader across the full lineup.