May 13 -19, 2002
The New Corolla has broken away from conventional
mode exuding a fresh, bold, youthful and luxurious image to fulfil the
expectations of a New Century Automobile. The basic philosophy of
Quality, Durability and Reliability (QDR) of the Corolla has been
perfectly blended with New Century Value (NCV).
The New Corolla is now the largest size in its
category. The car has an elegant two-tone interior, in a sophisticated
beige rather than the conventional gray or black, showing a
comfortable and spacious cabin.
LINE OFF CEREMONY
The line off ceremony for the new model of Corolla
was held on February 14, 2002 at the Indus Motor Company's car plant
at Bin Qasim. The ceremony was attended by Mr. M. Furukawa, President
of Toyota Tsusho Corporation, Japan; Dr. Akram Sheikh, Secretary,
Ministry of Industries and the Consul General of Japan.
The New Corolla has achieved the highest ever
Starting Localization content of 52% which is a record, and was
appreciated by the Chief Guest. He reaffirmed the support of the
Government to support the local industry through consistent policy.
President, Toyota Tsusho Corporation, praised the
high level of skill of the Pakistani staff ensuring that 'Made in
Pakistan' was indeed 'Made in Toyota'.
The Consul General appreciated the efforts of the
Government in establishing an investment friendly environment in
Pakistan and stressed the need to amend regulations and bureaucratic
efficiency to handle issues quickly and effectively.
Mr. Ali Habib, Chairman IMC, expressed his
appreciation of EDB's support which has enabled the Industry to cope
with recent difficult times.
IMC's Customer Relations Department arranged eleven
training workshops, of 2 days each, for its dealership network all
over Pakistan from 13th February 2002 to 1st March 2002. The prime
purpose was to train all dealers and sales personnel understanding and
presenting the New Corolla, so that they could effectively convey the
desired product features and image.
THE LAUNCH PARTY
The New Corolla launch party held at Avari Towers
was a grand affair with the witty Moin Akhtar and style queen Vaneeza
The much-awaited launch drew over 1500
distinguished guests, including leading personalities of the corporate
world, customers and the society the entire venue was decorated in the
campaign colors, Black and Beige.
The Chief Engineer, TMC, Mr. T. Yoshida who
designed the New Corolla explained the advanced technology and unique
features that made this New Corolla the perfect New Generation Car.
THE LAUNCH CAMPAIGN
The launch party was followed by a media break on
Sunday, March 3rd. All print advertisements, billboards, banners and
brochures were simple yet sophisticated with the beige and black color
scheme, focusing on powerful visuals rather than heavy backgrounds.
Over 30,000 people visited the dealerships in just
the first 2 days. Brochures were in high demand by potential
customers, old and young alike.
web site has been redesigned and features the New Corolla that can be
viewed at 360 degree angle images and through flash animations, a
treat for web surfers.
Over 50,000 direct mails and teaser emails with
flash animation of the New Corolla were also sent.
Care was also taken in the choice of display
location e.g. Park Towers, Indus Valley School of Arts &
Architecture, Karachi Grammar School and Area 51. Trendy hangouts for
youngsters who are Toyota's present and future focus were selected.
Due to this unprecedented heavy rush of orders,
Indus has geared up production to meet customer's demand as quickly as
possible. IMC enjoys a 50% market share, which it aims at increasing.
The New Corolla with its breakthrough styling,
leading edge technology, comfort and luxury, and inspired by Toyota's
Passion for Driving Excellence, has indeed made a solid impact in the
hearts of the people of Pakistan.
BREAK INTO STYLE WITH
THE NEW COROLLA