NEW COROLLA BREAK INTO STYLE
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 as hosts.
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.
The www.toyota-indus.com 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