Toyota Venza: A Baby-boom Sales Boom
Toyota's ongoing efforts to make a success of its youth brand took another baby step forward recently, and I don't mean (solely) by releasing launch info for the Scion iQ—I'm talking about the automaker's ad campaign for the 2011 Toyota Venza.
The spots are pretty funny, putting a different twist on the generation gap existing between the baby boomers and their own now-grown babies. For example, there's the one with the 20-something daughter complaining about how hard it is to convince her parents to join the Facebook revolution and stay (virtually) active, while said parents are busy using the Venza as a launch pad for their extreme trail-biking adventures.
Beyond the humor, the ads are notable for something else, too. While the vast majority of automakers are actively engaged in pushing down the average age of their customers at all costs, the Toyota Motor Corporation seems to have made an explicit decision to start positioning the Toyota division as a brand for the chronologically challenged.
It makes a certain amount of sense, with the sizable baby boomer population cohort still owning a nice chunk of buying power, and as I mentioned, it helps support Scion by more firmly establishing a difference in demographics between it and the Toyota brand. The Toyota Venza makes for a nice foundation from which to kick off this approach.