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Toyota Strikes a Chord with Middle East Consumers Through New “Akeed” Tagline

December 24, 2013

“Akeed” reflects certainty and reassurance of Toyota ownership which gives consumers an emotional sense of satisfaction and attachment

Dubai, UAE, December 17, 2013 – Marking the start of a new chapter in Toyota’s relationship with Middle East car buyers, Toyota today announced the launch of a new brand tagline called “Akeed” which encompasses the highest level of trust and confidence reposed in the brand by consumers throughout the region. This new tagline also reflects the evolution of Toyota and its new brand direction and commitment to develop more emotionally compelling products to connect with consumers. Toyota’s new advertising campaign with this new tagline is now engaging consumers on a Pan Arab basis with print advertisements and a brand new television commercial.

Explaining the concept behind the new tagline, Nobuyuki Negishi, Chief Representative of Middle East & North Africa Representative Office, Toyota Motor Corporation, said: “Our communication objective behind Akeed is to assert that it’s the confidence gained through the absolute certainty and reassurance of Toyota ownership which gives consumers an emotional sense of satisfaction and attachment to the brand. Toyota tugs at the heart strings of car buyers in the region because it elicits a joy of ownership that comes from peace of mind, a legendary track record of fulfilled promises and an exciting range of vehicles which will continue to exceed consumer expectations well into the future.”

According to Toyota, the new tagline represented by the Arabic word “Akeed” was simply the best expression of the way the brand has been perceived in the region ever since its entry into the region so many years ago. In that time, Toyota has become synonymous with quality and a sense of reassurance that the expression “Akeed” is emblematic of, so much so that selecting Toyota is an easy decision for most consumers in the region when buying a new car or upgrading from an existing one. With “Akeed”, consumers are making a definitive statement to say that Toyota is their car and will continue to be a key part of their lives.

Detailing the thought that has gone behind developing the tagline, Negishi added that results from extensive consumer research across the region also validated this new tagline with car buyers placing a lot of importance on Toyota’s heritage, its commitment to quality and safety, its constant track record of innovation in addition to its proven technological expertise.

Elaborating on this link with the brand Negishi said, “An intimate emotional confidence has been forged in the brand through the entire seamless ownership experience along with the excitement generated from driving a Toyota. Thus, the rational promptings for buying a Toyota are superbly matched by the emotional satisfaction that is derived from owning the vehicle, leading to a unique bond that the region has created over time with Toyota.”

For more information please contact:

Ismail Yagan

Public Relations Manager

Toyota Middle East & North Africa

Tel: +9714 2993875

Mobile: +97156 1797456

Email: ismail_yagan@toyota-menaro.ae

Walid Majzoub

TRACCS

Tel: +9714 3672530

TRACCS 24/7 Media Hotline: +97150 9448389

Email: walid.majzoub@traccs.net

Akeed Brand Campaign

 

Toyota Strikes a Chord with Middle East Consumers Through New “Akeed” Tagline

“Akeed” reflects certainty and reassurance of Toyota ownership which gives consumers an emotional sense of satisfaction and attachment

 

Dubai, UAE, December 17, 2013 – Marking the start of a new chapter in Toyota’s relationship with Middle East car buyers, Toyota today announced the launch of a new brand tagline called “Akeed” which encompasses the highest level of trust and confidence reposed in the brand by consumers throughout the region. This new tagline also reflects the evolution of Toyota and its new brand direction and commitment to develop more emotionally compelling products to connect with consumers. Toyota’s new advertising campaign with this new tagline is now engaging consumers on a Pan Arab basis with print advertisements and a brand new television commercial.

Explaining the concept behind the new tagline, Nobuyuki Negishi, Chief Representative of Middle East & North Africa Representative Office, Toyota Motor Corporation, said: “Our communication objective behind Akeed is to assert that it’s the confidence gained through the absolute certainty and reassurance of Toyota ownership which gives consumers an emotional sense of satisfaction and attachment to the brand. Toyota tugs at the heart strings of car buyers in the region because it elicits a joy of ownership that comes from peace of mind, a legendary track record of fulfilled promises and an exciting range of vehicles which will continue to exceed consumer expectations well into the future.”

According to Toyota, the new tagline represented by the Arabic word “Akeed” was simply the best expression of the way the brand has been perceived in the region ever since its entry into the region so many years ago. In that time, Toyota has become synonymous with quality and a sense of reassurance that the expression “Akeed” is emblematic of, so much so that selecting Toyota is an easy decision for most consumers in the region when buying a new car or upgrading from an existing one. With “Akeed”, consumers are making a definitive statement to say that Toyota is their car and will continue to be a key part of their lives.

 

 


 

Detailing the thought that has gone behind developing the tagline, Negishi added that results from extensive consumer research across the region also validated this new tagline with car buyers placing a lot of importance on Toyota’s heritage, its commitment to quality and safety, its constant track record of innovation in addition to its proven technological expertise.

Elaborating on this link with the brand Negishi said, “An intimate emotional confidence has beenforged in the brand through the entire seamless ownership experience along with the excitement generated from driving a Toyota. Thus, the rational promptings for buying a Toyota are superbly matched by the emotional satisfaction that is derived from owning the vehicle, leading to a unique bond that the region has created over time with Toyota.” 

  

-Ends-

For more information please contact:

Ismail Yagan

Public Relations Manager

Toyota Middle East & North Africa

Tel: +9714 2993875

Mobile: +97156 1797456

Email: ismail_yagan@toyota-menaro.ae

 

Walid Majzoub

TRACCS

Tel: +9714 3672530

TRACCS 24/7 Media Hotline: +97150 9448389

Email: walid.majzoub@traccs.net