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Toyota Sustainability Report



Since 2003, Toyota has embarked on a pan-European corporate advertising campaign that seeks to enhance the company’s corporate image in Europe by explaining why the company is the automotive leader in environmentally friendly technologies. Using the tagline “Aim: Zero Emissions”, Toyota communicates its aspiration to reduce harmful emissions, from the design and planning phase all the way to the recycling of end-of-life vehicles. The campaign widened its scope in 2006 to underline the link between the company’s “Aim: Zero Emissions” philosophy and all its fields of operation. Toyota also continues to use sponsored advertising on four pan- European television channels. A series of vignettes focussing on “Green Design” show how clever design and technology can make people’s lives better while also reducing the environmental impact (more can be learned about Toyota’s corporate advertising campaign at: www.toyota.eu Sales & Marketing / After-Sales 43 Environmental Performance - Sales & Marketing / Aftersales Brand environmental awareness continues to increase and with it, sales of the most environmentally friendly Toyota and Lexus models. The more such models there are on the road, the greater the positive impact on the environment. Piet Steel Vice-President External Affairs Corporate Environmental Awareness Sales & Marketing Brand Environmental Awareness Toyota’s Sales & Marketing and After-Sales operations also tackle environmental concerns. One could even say that the Toyota operation having the greatest possible impact on the health of the environment is precisely Sales & Marketing, as the environmental impact of all of Toyota’s eco-friendly design, production, and logistics would remain inconsequential without strong sales of Toyota’s “green, clean and lean” eco-cars. To help potential European customers appreciate the significance of Toyota’s advanced technologies, the Toyota and Lexus brands carry ou ...
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