Toyota and Nascar

Toyota is known as a quality car manufacturer around the world. One of their biggest challenges has been for a Toyota to be accepted as an American made car. Through the 1990’s NASCAR grew in popularity to be one of America most viewed sports. At the same time it is an all American sport; as only American Manufactured cars are allowed to compete. Toyota has been using motorsports as a marketing tool since this 1970’s to promote their quality and reliability. Starting in 2000 they convinced NASCAR to allow them to compete on a lower level, eventually finding success on the track, they also found success in sales.

 In 2004 while entering into the full size truck market in the US, Toyota entered into the Nascar truck series to gain Market Penetration and Brand Recognition. With success in the truck series Toyota moved on to NASCAR Nationwide and Cup series with the Toyota Camry with the same goals in mind: Market Penetration and Brand Recognition.  In both the car and truck markets Toyota has accomplished their goal of becoming a American Brand by gaining Market Penetration, Brand recognition, Brand Preference, and are now in to Brand insistence. 

            An innovative and comical commercial like the one I choose, which was originally aired in 2008, have helped Toyota establish their presence in the Nascar community and has established them as an American brand in many people’s eyes. I would call this successful and profitable marketing.