Toyota is using DirecTV ads strategy to promote RAV4 EV

Article by Anita Panait, on September 25, 2013

Toyota is employing an experimental advertising strategy for its $50,000 all-electric RAV4 crossover. The Japanese carmaker is collaborating with DirecTV to reach potential customers who were identified as tech-savvy early adopters in Los Angeles, San Francisco and San Diego. DirectTV is using a new tool that gathers satellite-TV subscriber data to help marketers like Toyota reach more consumers, thereby improving the effectiveness of ads.

Dionne Colvin, Toyota's national media marketing manager, remarked that a mass campaign “doesn't make sense," but they want to “get the message out." This new technology -- known as dynamic advertising -- reflects a push by TV networks, cable and satellite carriers and providers of Web-based TV services in the US to help marketers like Toyota link more directly with audiences.

This new technology poses a threat to the traditional method of showing commercials over TV to reach a population, many of whom typically are not interested in the products.

DirecTV hires marketing-data companies that gather consumer information from credit cards and other sources to identify consumers who are likely to buy the product or serve.

DirecTV can transmit the ads only to subscribers who are within the targeted criteria. This innovative advertising method could have DirecTV take a good chunk of the $73 billion marketers spent annually on U.S. TV advertising.

Toyota’s RAV4 EV is the result of an exceptional partnership with Tesla Motors motivated by Toyota Motors’ president and CEO, Akio Toyoda. Once they announced the project, Toyota’s and Tesla’s engineering teams took 22 months to successfully bring an incredible vehicle to the public in record time.

The RAV4 EV integrates a battery and electric powertrain designed and produced by Tesla with Toyota's most admired SUV range. The partnering team aimed its goals to perfect the driver and passenger experience. From innovative charging choices to comfortable cabins to interactive displays, the automobile’s design focusses on consumer user-friendliness and maximal driving range.

Toyota’s front wheel drive RAV4 EV lets drivers choose from two distinctively different driving modes, Sport and Normal. In Sport, the RAV4 EV goes from 0 to 60 mph in only 7.0 seconds and it can reach a maximum 100 mph. In Normal mode, it can go from 0 to 60 mph in 8.6 seconds and reach a top speed of 85 mph. The electric powertrain’s top output is 154 HP (115kW) @ 2,800 rpm.

The Toyota RAV4 EV provides an extremely even, silent ride, as well as easy handling in part from to its low drag coefficient and centre of gravity. Actually, at 0.30 Cd, the RAV4 EV reaches the lowest drag coefficient of any SUV available.

When you compare it to the gas-powered RAV4, Toyota re-designed the front fender, upper and lower grills, side mirrors, spoiler, and under body to optimise air flow all around the auto. The RAV4 EV's battery pack mount is low and to the vehicle’s centre, contributing to a ride that feels more like a sedan.

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