Toyota to narrate Auris hybrid production through Twitter

Article by Anita Panait, on June 19, 2013

Toyota is intending to show the world how it builds its Auris hybrid compact car at its Burnaston site in the United Kingdom through Twitter. The carmaker said that through Twitter, it could reach hundreds of thousands of potential customers. Starting Wednesday, June 19, 2013, Toyota will broadcast hundreds of tweets that will follow the building of an Auris hybrid from raw steel to a complete vehicle.

The Japanese carmaker said Twitter site will showcase the "built-in quality" of its production processes and will appeal to people who wants to learn how cars a produced. Scott Brownlee, head of social media for Toyota Great Britain, told Automotive News Europe that Toyota wants to convey the quality of its cars to people who are not involved in car production, noting that the Twitter campaign “is a good way to do that."

He added that they are trying to engage with customers beyond the buying process at dealerships. Toyota’s Twitter campaign will entail posting links to photos, video and blog content in its Tweets.

The Tweets are planned to detail 325 production processes including those for chart panel stamping, welding, painting, plastics and assembly as well as quality control. The carmaker’s Twitter followers could also interact with Toyota representatives during live chats and in the comments section.

Toyota’s Twitter campaign is part of the growing trend in the auto industry in using social media to directly engage with potential customers. Any post in social media sites like Twitter, YouTube and Facebook could lead to sales for carmakers.

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