Toyota brings 'Always a Better Way' global positioning to UK

Toyota is set to bring its UK marketing into line with its 'Always a Better Way' global corporate vision, as it looks to move on from its 2010 vehicle-recall crisis.

Toyota: 'Always a better way'
Toyota: 'Always a better way'

Toyoda outlined the global vision a year ago, when the brand vowed to develop the "safest and most responsible" vehicles on the market.

A UK spokeswoman confirmed that the strapline, unveiled by Toyota Motor Corporation president Akio Toyoda last year, will be adopted in all local advertising over the coming months.

The "vision" statement reads: "Through our commitment to quality, innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile."

The strapline will be extended to ad campaigns in co-ordination with model launches.

It does not appear in Toyota’s recent Yaris campaign, which features an animated rapper.

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