The new tag line of Toyota’s advertising campaign in the U.S. is "Let's Go Places," replacing its slogan since 2004 of “Moving Forward.” At the national dealer meeting that Toyota held in Las Vegas, Toyota Motor President Akio Toyoda unveiled the new tag line, which stands for its commitment to offer products that are more exciting. He also pledged to invite customers to participate in molding the company’s future. This announcement comes after the 31% sales increase in the U.S. of the division until August and a three-year period wherein the company struggled against the impact of recalls, national disasters, and the recession. Toyota will formally introduce this tag line on Dec. 31 during the launch for the redesigned 2013 Avalon full-sized sedan.
In a statement, Bill Fay, Toyota Division general manager, said that the phrase is “energetic, aspirational, inclusive and very versatile," and expresses a dual meaning of travelling and going off on an adventure, while also talking about optimism and the likelihood of having innovation that helped people's lives. The tag line was created by Toyota and its advertising partners: Saatchi & Saatchi, Dentsu America, Conill, Burrell, Intertrend and Grieco Research.
Toyota’s previous tag lines include: 1975 to 1979 -- "You asked for it. You got it"; 1986 to 1990 -- "Who could ask for anything more?"; and 1997 to 2001 -- Toyota. Everyday," which used the Sly and the Family Stone song "Everyday People.” A very popular tag line is the 1980-86 slogan -- "Oh, What A Feeling," which showed owners jumping for joy about the vehicles they just bought. Starting in 2013, Toyota will use "Let's Go Places" in its national and regional advertising, engagement, communications and digital marketing. For the year 2013, seven new or redesigned vehicles will be introduced by Toyota Division and its Scion youth brand.