Toyota is planning a major upgrade of its internet site and is to
provide all its 229 dealers with a web presence within the next four
It is unveiling an expanded version of its UK web site, designed to
offer browsers a more personalised service and provide the company with
a greater range of information on potential customers.
The development is part of wider plans to revamp its new media
activities over the coming months. The car giant is also planning to
extend its Club Toyota loyalty scheme into the online arena.
New features enable users to find out details about local dealers and
browse used car stock. The site also allows visitors to build their own
customised vehicle online and save their preferences once they have
Data collected will be used to help determine the car-maker’s future
The online initiative coincides with the UK launch of the company’s new
small car, the Yaris, and the web address will be displayed on the
carmaker’s latest ad campaign which has been produced, planned and
bought by Toyota’s European agency, Saatchi & Saatchi. The site revamp
will be backed by a three-month banner campaign, with creative by
Toyota’s new media agency, IS Solutions, and media by Saatchi & Saatchi
’We want to track what customers are doing on the site to establish an
online dialogue with them; it’s a one-to-one marketing tool,’ said Nick
Johnstone, new media co-ordinator of Toyota GB.
Toyota is believed to have spent pounds 500,000 on its web presence
since it launched its site in January 1998.