Toyota
Toyota builds cars, vans and trucks, invented the hybrid mass market and runs a production system built on eliminating waste and fixing problems at the source.
Clear, upright and unfussy. Headings bold, body regular, numbers always legible. Nothing decorative.
depict speeding or unsafe driving
make an environmental claim without a figure
imply a vehicle is a status symbol
Built to still be running in fifteen years.
Calm, practical and honest. Talk about reliability, cost of ownership and safety before performance.
Families, fleet buyers and tradespeople who buy a vehicle to keep, and who weigh running costs and resale value.
+Quality built in, not inspected in
+Fixing the root cause
+Cars people can afford to keep
×Waste
×Showing off
×Unproven shortcuts
would die on
A car you can trust on the twelfth year is worth more than one that impresses on the first day.
