Toyota Division is revamping its marketing department into product teams as it hopes to concentrate more on individual vehicle lines. According to Jack Hollis, Toyota Division vice president of marketing, each nameplate will have its own representatives for branding, product training, social media, digital marketing, product marketing and marketing communications.
The current marketing structure is broken down by discipline. "My desire was to have more of a brand focus on every vehicle, where every product team was in charge, from strategy and launch through life cycle to minor changes," Hollis said in an interview with Automotive News.
However, not every discipline will be represented under the new structure as incentives, motorsports and engagement marketing sectors will still be separate and autonomous, Hollis disclosed.
Toyota has placed all advertising under the slogan "Let's Go Places," but Hollis has remarked that he aims to focus more on individual nameplates to use cars "to explain the value of company.” He remarked that the model advertising is the critical part of Toyota’s core Tier 1 advertising. “It's less about trying to sell a lineup of products."
The new structure is expected to take effect on May 1. The revamp involves only the Toyota brand but not Lexus and Scion. In a statement, Toyota said that employees' responsibilities are being redefined to be more "integrated, flexible and efficient." As part of the revamp, all 80 employees in the department must reapply for newly created positions or leave the company.