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.

At 4,275 mm, the total length of the brand-new Auris increased by 30 mm, but its wheelbase is still the same at 2,600 mm. The front and rear overhangs both have increased by just 15 mm, so the Auris is still one of the most compact cars in its group.

Importantly, the front projected surface of the Toyota Auris was reduced by four percent over the current version and, with no impact on accommodating passengers, its total height is lower by 55 mm (the cabin by 45 mm and the ride by 10 mm), so that it is one of the lowest vehicles in the sector. All together, these modifications provide significant streamlined benefits, adding to better fuel economy and drive dynamics.

The wide use of high tensile steel in the body construction has assisted in lowering the total weight of the new Auris by almost 40 kg, while its total reduced height also lowered the centre of gravity. The seat height was reduced by 40 mm, and the steering wheel tilt angle is lowered by 2 degrees to create a more engaged drive position with a lower hip point.

A newly designed front seat increases rear seat knee room by 20 mm, and the rear door opening space was increased. The load space is lengthier by 50 mm, and the tailgate opens wider by 90 mm. Highlighting the extra flexibility of a twin-level load space deck board and 60:40 split-folding rear seats, all versions, which include the hybrid, have a higher luggage space of 360 litres.

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