Toyota parody: Laugh at the company’s feeble embrace of electric cars

Parody is a comic retelling and transformation of another text, created with the intention of calling light on perceived weaknesses through imitation and irony. It’s fun to catch a glimpse of some Toyota parodies at this transitional moment in time–a time when the auto industry is moving head-on to all-electric transportation. For far too long, the old automakers have been steadfast in sticking to the way we always have. Now the electric vehicle (EV) revolution is poised to engulf the global auto industry — and Toyota has caught the distraction behind it.

ToyotaYawn: Public Citizen spelling of the Japanese automaker

public citizen Toyota has launched YAWN, a 5-figure advertising campaign highlighting Toyota Motor Corp.’s lack of commitment to converting its entire range of cars and trucks to zero-emission vehicles.

“ToyotaYAWN is on!” A representative reads in the commercial setting, dressed in the same red that an actual Toyota representative wears in the company’s advertisements for the U.S. market. (Red is one of the most prevalent colors in Japanese culture. It is a symbol of the imperial nation, and is represented as a filled circle symbolizing the sun on the national flag.)

The representative announced to the camera, “With no commitment to electrification of our entire fleet and only one EV on the market, it’s the least exciting time of the year.”

The vertical red streamers that flank the stage backdrop are inscribed with “ZZZ”, indicating sleepiness.

The ad pokes fun at the company’s long-running year-end sales. “The boring, out of touch, fuel-infused displays at Toyota’s year-end sales event are enough to put anyone at ease,” said East Peterson Trujillo, a clean-car activist with Public Citizen. “Consumers want electric cars, but Toyota’s refusal to innovate means we won’t find it at ToyotaYAWN this year.”

The ad campaign, which will run online and on streaming platforms and begin January 2, targets Toyota vehicle owners in Texas, Minnesota, Georgia, Idaho and Tennessee.

The ToyotaYAWN commercial comes a week after activists across the country called on Toyota to commit to producing only zero-emissions cars — activists signed petitions, made phone calls to local executives and dealerships, and spoke out on social media. Activists continue to call for the company to convert its entire line of cars and trucks to zero-emission vehicles.

Onion: Another in a series of fun Toyota parodies

According to “Eyewitness Reports” on onionsDwight Freeman, 31, a visibly frantic local, rushed out his front door Sunday in a desperate bid to get into a limited-time local dealer’s Toyotathon before his brief window of opportunity closed.

“Oh my God, I have to get there now!” cried Freeman. He – after hearing a radio ad claiming “These deals [would not] For a long time” — he is said to have run across his yard while t-shirt over his head, his boot in one hand and slamming a cup of coffee in the other. “These are the best performances of the season—the whole season.”

At press time, a confused, dark-eyed Freeman’s wife and children are seen stumbling behind him as he punches a car’s steering wheel and yells, “Come on, come on, come on!”


tis the onion It publishes satirical articles on international, national and local news. Much like Public Citizen’s ToyotaYAWN script, this addition to the Toyota parody dramatizes the absurdity of focusing on year-end consumption as a necessity and a value. Indeed, in today’s car market, new influences are forcing automakers to quickly change directions:

  • Electric cars are gaining momentum
  • Automakers need to rise to the challenge of car complexity
  • Agents are forced to adopt new sales models
  • Traditional car ownership is declining

A tried-and-true ad campaign like “Season’s Best Deals” fails to capture the new and pressing wish-lists of many of today’s auto consumers.

Toyota’s real advertising campaign through 2023

Because driving can be such an important part of all kinds of life events, “places” can be so much more than an actual area.

At least that’s the idea behind Toyota’s new brand campaign, “Never Settle.” Launched in October and set to run through February 2023, the brand’s campaign celebrates special moments in the chapters of people’s lives they lead. The campaign consisted of 7 radio ads developed using Toyota’s long-running (T²) marketing model (2013), which “fully takes into account cross-cultural audiences” across the United States.

“We’ve built varying degrees of brand business in the past that helped build familiarity with Toyota,” says Lisa Materazzo, Toyota Group Vice President of Marketing, Toyota Motor North America. “But this is the first time we’ve created a campaign of this scale and type backed by dedicated work from all four of our advertising agencies.”

We love stories. Stories bring an immediacy to human experiences. Somehow, though, the Toyota parody is funnier and funnier than this 10-year-old’s generic roadshow.

Hydrogen fuel cell: No Toyota parody here

According to a company press release, Toyota believes that “life is greater when you seek adventure, when you ‘go places, when you never settle.'”

Hmm.

Doesn’t it sound as if the company has settled on an old mission statement to focus almost exclusively on hydrogen? The company explains,

An electric vehicle is powered by electricity stored in a battery that needs to be recharged when it gets low. Whereas a hydrogen fuel cell electric vehicle like the Toyota Mirai produces its own electricity through a chemical reaction in its fuel cell assembly. The Mirai refueles with hydrogen from a pump. In less than five minutes, just like any conventional petrol car, it delivers impressive performance, comfortable long-distance driving and its only exhaust emission is water.”

Toyota introduced its fuel cell sedan, the Mirai FCEV, to California in 2015. As CleanTechnicaTina Casey noted in a pun, “It’s been a tough cell ever since, but the company remains determined to raise the bar for hydrogen-powered mobility.”

Could Toyota have outsold GM in January in 2021? It was the first time since 1931 that the Detroit automaker was not the best-selling automaker in the United States. The historic change occurred as Toyota managed supply chain issues better than General Motors, including an ongoing shortage of semiconductor chips.

How could an automaker at the top of its manufacturing and sales game be out of touch with clear directions toward an electrified future?

The Net Zero Emissions by 2050 scenario from the International Energy Agency sees a fleet of electric vehicles at more than 300 million in 2030, and electric vehicles making up 60% of new car sales. Getting on track with Net Zero Scenario requires increasing the share of vehicle sales by less than 6% percentage points annually. every year.

In October, press leaks revealed that Toyota was considering restarting its electric vehicle strategy in order to better compete in a burgeoning market it had been slow to enter. It has reportedly halted some work on existing electric vehicle projects; Such proposals under review, if adopted, would amount to a radical turnaround for Toyota. The company will rewrite the $38 billion EV rollout plan the Japanese automaker announced last year to better compete with Tesla and other automakers with successful electric vehicles. A working group within Toyota has been tasked with determining plans by early 2023 for improvements to the existing EV platform or a new architecture.

Earlier this month, anonymous sources described how Toyota is expected to outline adjustments to its electric vehicle strategy for major suppliers early next year. The race is on, it seems, as the company attempts to narrow the price-performance gap with industry leaders Tesla and BYD. Toyota remains a leader in the Japanese automaker, and Toyota is expected to provide details of the electric vehicle plan changes through early 2026 by communicating modifications to major suppliers.

In the meantime, we’re looking forward to more parodies from Toyota as a way to keep the company’s decisions transparent.

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