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Toyota Introduces 'Let's Go Places'

Six Agencies Collaborated on New Tagline

Published on .

The Toyota brand is changing its U.S. advertising tagline to "Let's Go Places," replacing "Moving Forward," its slogan since 2004, Automotive News reports.

Toyota Motor Corp. President-CEO Akio Toyoda
Toyota Motor Corp. President-CEO Akio Toyoda

At Toyota's national dealer meeting today in Las Vegas, Toyota Motor President Akio Toyoda said the new tagline reflects the company's commitment to more exciting products, and a promise to invite customers to take part in shaping Toyota's future.

2013 Toyota Avalon
2013 Toyota Avalon

The tagline will be introduced into Toyota advertising on Dec. 31, as part of the launch for the redesigned 2013 Avalon full-sized sedan.

"It is energetic, aspirational, inclusive and very versatile," Bill Fay, Toyota Division general manager, said in a statement. "The phrase conveys a dual meaning of physically going places and taking off on an adventure, while also expressing optimism and the promise of exciting innovation that enriches people's lives."

Toyota worked with advertising partners Saatchi & Saatchi, Dentsu America, Conill, Burrell, Intertrend and Grieco Research to create the tagline.

Other past Toyota taglines include: "You asked for it. You got it" from 1975 to 1979; "Who could ask for anything more?" from 1986 to 1990; and "Toyota. Everyday," which used the Sly and the Family Stone song "Everyday People," from 1997 to 2001. Still, people mostly recall the 1980-86 slogan, "Oh, What A Feeling," showing owners jumping for joy about their purchases.

Beginning in 2013, "Let's Go Places" will be used in Toyota's national and regional advertising, engagement, communications and digital marketing. Toyota Division and its Scion youth brand will introduce seven new or redesigned vehicles in 2013.

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