Toyota Yairs, and the lack thereof

[THEDON]

I cannot comprehend why Toyota does not throw more money towards the Yaris, they would probably sell a lot more if they did.....just some thoughts after washing mine.

[bkrownd]

I cannot comprehend why it wasn't called the "Tercel" ;)

[Kal-El]

Originally Posted by THEDON

I cannot comprehend why Toyota does not throw more money towards the Yaris, they would probably sell a lot more if they did.....just some thoughts after washing mine.

Do you mean from an advertising standpoint?

Fact of the matter is that other companies advertise their subcompacts no more often than Toyota does. When was the last time you saw a commercial for the Fit, Versa, Accent, ect...?

They primarily run a campaign at the launch of a newly designed model to build interest.

Subcompacts make such small profit margins that there isn't much room for dumping money into continuous ads.

[STC]

Originally Posted by bkrownd

I cannot comprehend why it wasn't called the "Tercel" ;)

Well... we know why it wasn't continued as the "Echo";-) Echo back to Tercel? Toyota thought of a new name... the Yaris. On a marketing standpoint if you would call it the Tercel again... more luxury would have to be standard! Toyo didn't want that? IMHO...

Cheers!

[Thirty-Nine]

Originally Posted by Kal-El

Subcompacts make such small profit margins that there isn't much room for dumping money into continuous ads.

Ding ding ding! This is exactly it.

[MUSKOKA800]

Originally Posted by Kal-El

Do you mean from an advertising standpoint?

Fact of the matter is that other companies advertise their subcompacts no more often than Toyota does. When was the last time you saw a commercial for the Fit, Versa, Accent, ect...?

They primarily run a campaign at the launch of a newly designed model to build interest.

Subcompacts make such small profit margins that there isn't much room for dumping money into continuous ads.

Actually the Accent is widely advertised here in Canada. The others not.

[eTiMaGo]

I think they also prefer to focus on Scions as an entry-level car?

[RedStickHam]

Originally Posted by THEDON

I cannot comprehend why Toyota does not throw more money towards the Yaris, they would probably sell a lot more if they did.....just some thoughts after washing mine.

I wish they'd promote it more too. The local dealers tend to push the Corollas, Camrys, trucks and SUVs in their advertisements. I've only seen the Yaris advertised a couple of times. I guess they make more money on those bigger cars.

RedStickHam

[goliath1812]

i miss the old commercials of the yariis racing each other....mario kart style

http://www.youtube.com/watch?v=os5UWwmXT5E

[djct_watt]

All the money they dump into Scion is a waste. The Yaris has been consistently outselling the Scions. In the beginning, Scion was VERY cool. . . now it's kinda morphed into this brand that has no idea what it's supposed to be. Even Toyoda had put out a statement earlier that Scions have become too much like Toyota's.

[BailOut]

Originally Posted by Kal-El

Subcompacts make such small profit margins that there isn't much room for dumping money into continuous ads.

You're onto something but I think that there's a larger picture.

Over the last 15 years, but especially over the last 10 years, auto manufacturers have found that they can pull much larger profit margins from larger and larger vehicles. During this time they became addicted to the profits these margins bring them, as did their shareholders.

Now they find themselves in the kind of trap that only greed can produce. People are starting to shift to a desire for smaller and more fuel efficient vehicles but if the manufacturers can't keep producing larger and larger profits each quarter their stock value begins to decline. This inevitably results in action from the shareholders via the board members in the form of replaced executives and upper management.

Every executive and upper manager is desperate to hold on to what they have today and have little to no regard for the future beyond a few quarters, so they do everything they can to keep the Tundra and Expedition and Yukon sales going even as they watch the market for them begin to wither.

It's not that the companies would go broke by selling only smaller vehicles with smaller profit margins. This is important to understand. They still make a profit - just not as much of it. However, this presents a problem for every publicly traded company.

Once a company goes public they simply must produce higher profits each and every quarter or suffer a lower market capitalization. Too many downward quarters and you find your company isn't worth enough to muscle your way around, or to demand credit, or to ease investor's fears, and this is when you're in deep trouble.

So the question is, with the inevitable shift to smaller and more efficient vehicles, how can a public company convince everyone that some profit is better than no profit even if each share's value is cut in half?

[fearturtle44]

Toyota is not going to spend tons of advertising dollars on a car that only give them a very minimal profit. The trucks and suvs have high profit margins so you will see commercials for those vehicles.

Guess less advertising then less markup on the Yaris.

[THEDON]

Well, it makes sense. I would have thought equalibrium in advertising would present a better public image then just on one or two models.

[Zaphod]

Originally Posted by BailOut

You're onto something but I think that there's a larger picture.

Over the last 15 years, but especially over the last 10 years, auto manufacturers have found that they can pull much larger profit margins from larger and larger vehicles. During this time they became addicted to the profits these margins bring them, as did their shareholders.

Now they find themselves in the kind of trap that only greed can produce. People are starting to shift to a desire for smaller and more fuel efficient vehicles but if the manufacturers can't keep producing larger and larger profits each quarter their stock value begins to decline. This inevitably results in action from the shareholders via the board members in the form of replaced executives and upper management.

Every executive and upper manager is desperate to hold on to what they have today and have little to no regard for the future beyond a few quarters, so they do everything they can to keep the Tundra and Expedition and Yukon sales going even as they watch the market for them begin to wither.

It's not that the companies would go broke by selling only smaller vehicles with smaller profit margins. This is important to understand. They still make a profit - just not as much of it. However, this presents a problem for every publicly traded company.

Once a company goes public they simply must produce higher profits each and every quarter or suffer a lower market capitalization. Too many downward quarters and you find your company isn't worth enough to muscle your way around, or to demand credit, or to ease investor's fears, and this is when you're in deep trouble.

So the question is, with the inevitable shift to smaller and more efficient vehicles, how can a public company convince everyone that some profit is better than no profit even if each share's value is cut in half?

I don't think it's as big of a deal for a company like Toyota.

You just have to consider that as demand shifts, so does market share. Companies that offer competitive economy cars will gain market share and investors will always want to balance their portfolios. Of course, down the road the market will be saturated with every major auto manufacturer's low profit margin offering. Supply will have caught up to demand and it will start to get really cut throat like any other industry.

That's where things like reputation and reliability become more important, and that's why I think it's a huge deal to get your name out there early. When product differentiation starts getting heavy, it's nice to have a reliable brand name with a good history.

Well, Toyota obviously saw that coming with the years of development they put into hybrid technology in the Prius. And then there's the Yaris, an entry level economy car that everyone can afford.

If I were trying to sell advertising to Toyota, I'd put that spin on it. You want to sell the Yaris because it's what kids graduating from college can afford, and if it's a good product like you know it is, it'll sell future Toyota products.

And so long as car rentals continue to lend out those PoS Aveos, the quality comparison for the common man will be measured in light years.

[Wowzers78]

I don't think its really a profitability thing with the Yaris.

The yaris is profitable as it is. Sales are through the roof on them and there simply is not any need to advertise them...because they already sell. I'm not sure how it is everywhere but in the Dalls/FtWorth area I know that i can't drive 5 miles without seeing one drive by somewhere!!

Most people wanting a small car know about the yaris or can find out about it easily, and when its shopped against other cars in its class it usually stomps them without a problem.

Toyota usually pushes cars with stiffer class competition, like the camry, avalon and tudra

[ddongbap]

Originally Posted by Zaphod

I don't think it's as big of a deal for a company like Toyota.

You just have to consider that as demand shifts, so does market share. Companies that offer competitive economy cars will gain market share and investors will always want to balance their portfolios. Of course, down the road the market will be saturated with every major auto manufacturer's low profit margin offering. Supply will have caught up to demand and it will start to get really cut throat like any other industry.

That's where things like reputation and reliability become more important, and that's why I think it's a huge deal to get your name out there early. When product differentiation starts getting heavy, it's nice to have a reliable brand name with a good history.

Well, Toyota obviously saw that coming with the years of development they put into hybrid technology in the Prius. And then there's the Yaris, an entry level economy car that everyone can afford.

If I were trying to sell advertising to Toyota, I'd put that spin on it. You want to sell the Yaris because it's what kids graduating from college can afford, and if it's a good product like you know it is, it'll sell future Toyota products.

And so long as car rentals continue to lend out those PoS Aveos, the quality comparison for the common man will be measured in light years.

Oh no. You disagreed with BailOut. Watchout now. You done did it now.

[why?]

Originally Posted by Zaphod

I don't think it's as big of a deal for a company like Toyota.

You just have to consider that as demand shifts, so does market share. Companies that offer competitive economy cars will gain market share and investors will always want to balance their portfolios. Of course, down the road the market will be saturated with every major auto manufacturer's low profit margin offering. Supply will have caught up to demand and it will start to get really cut throat like any other industry.

That's where things like reputation and reliability become more important, and that's why I think it's a huge deal to get your name out there early. When product differentiation starts getting heavy, it's nice to have a reliable brand name with a good history.

Well, Toyota obviously saw that coming with the years of development they put into hybrid technology in the Prius. And then there's the Yaris, an entry level economy car that everyone can afford.

If I were trying to sell advertising to Toyota, I'd put that spin on it. You want to sell the Yaris because it's what kids graduating from college can afford, and if it's a good product like you know it is, it'll sell future Toyota products.

And so long as car rentals continue to lend out those PoS Aveos, the quality comparison for the common man will be measured in light years.

that isn't a toyota thing though, it is a car industry thing.

you would have to sell maybe 10 yaris', or maybe more to earn as much as selling one avalon, or suv, or maybe even camry.

Seriously, on a car like a yaris, there might be a few hundred dollars profit. Maybe less nowadays with the negative press.

No matter how popular smaller cars get, the cheap ones like the yaris won't get the advertising pull. Just because it is small doesn't mean it can't be expensive, just check out the bmw 1 series, etc.