How very meta: Toyota employs a guy that reads blogs, and we blog about it
During an interview with Brandweek, Bruce Ertmann revealed himself as Toyota's (get this) "corporate manager of consumer-generated media." That's right, he's paid to read through forums, websites and blogs -- including yours truly. Plus, it's likely he's reading your comments.Ertmann's position was formed to keep track of consumer opinion online, and considering the fact that more and more buyers consult the web before making purchasing decisions, it's probably a smart move. The interview reveals how Ertmann spends his time, how blogs were used during the Tundra launch, which particular sites he reads, and some of the issues he's encountered while embarking into the web's wild west.
You can read the interview here and check out his own blog here. But you know where to come back to when you're done.
[Source: Brandweek]
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Reader Comments (Page 3 of 4)
Thunder 12:07PM (9/07/2007)
I'm not for sneaky PR, but don't think that Toyota is the only company doing it.
The fact is he's also reading and looking for what people want. Add your input as opposed to adding a paragraph of bashing when a sentence or two would have sufficed. The fact that he admits in an interview what he's doing, goes a lot further than other companies that won't even admit it.
Jared 12:38PM (9/07/2007)
Brucie,
You sneaky son of a gun. I was wondering what your handle would be, but Thunder? You are just a little motorboater, are you built for speed or for comfort? Brucie you motorboating son of a gun. You are good. Lull people into thinking you are an unbiased voice in the blogging world, and then bam. Impose your completely biased opinion on us in a sugar coated way. Thunder, you are a voice of reason in a sea of turmoil, I mean bruce I mean thunder. It's all so complicated.
Evan Brom 12:36PM (9/07/2007)
I am always surprised at Toyota's upswing in sales. I some one to offer me any free Toyota I would be hard pressed to find one I really wanted as they all lack any unique character or performance.
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Generation Automobile 11:27AM (9/07/2007)
I have been a Toyota driver eversince I got my licence more than 17 years ago and I would like to point out that I dont drive around in a Echo because it's good looking but because it's a good car. That's the problem with Toyota, good but boring cars.
For the last week and a half, I was driving around in a Corolla (my Echo was in the shop because a truck ramed me!) and if you would like to know what I think about that car and can read french, go to www.gen-auto.ca.
M. Ertmann, I'm certain that someone at Toyota can translate it if you are not fluent in french. The article I posted will tell you what reality is in Canada; the Corolla is a nice car to drive, it is popular (with the older population) but the interior is dull as a loaf of bread!
Thanks for your time and Autoblog, keep up the very good work!
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Generation Automobile 11:29AM (9/07/2007)
I have been a Toyota driver eversince I got my licence more than 17
years ago and I would like to point out that I dont drive around in a
Echo because it's good looking but because it's a good car. That's
the problem with Toyota, good but boring cars. For the last week and
a half, I was driving around in a Corolla (my Echo was in the shop
because a truck ramed me!) and if you would like to know what I think
about that car and can read french, go to http://www.gen-auto.ca. M.
Ertmann, I'm certain that someone at Toyota can translate it if you
are not fluent in french. The article I posted will tell you what
reality is in Canada; the Corolla is a nice car to drive, it is
popular (with the older population) but the interior is dull as a
loaf of bread!Thanks for your time and Autoblog, keep up the very
good work!
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BartMack 12:12PM (9/07/2007)
So.... Bruce,
How's that 'Committe For Designing More Interesting Cars' that I read about a while back coming along?
Anybody ever check in on them? They aren't snoozing in the conference room again are they?
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Khanh 12:27PM (9/07/2007)
Cool, he reads Autoblog. I would like it if they brought the Toyota Aurion that's sold in Australia here, to the U.S., as at least a Scion model because I'm sure it will appeal nicely to the younger crowd. And because it is still a Toyota, it should have adequate technology and of course those beautiful forever-lasting engines of theirs. Other than that, I don't like Toyota's much because the nice ones are always FWD. I would rather have a Honda Accord than a Camry; Fit rather than a Prius, & Yaris. Toyota makes boring, not-so-fun cars. Shame.
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Toyotafan 12:25PM (9/07/2007)
Toyota, please stop cost cutting on the interior on pretty much all the new models coming out. The hard plastics are becoming too GM/FOrd, even GM is improving on materials. I don't care if the interior is recyclable. Even the corolla used to have soft plastic dash. But now, its like being inside a toy or something. Even cheap plastic is creeping up on the Camry too. Toyota, you don't need to make record profits to be number 1.
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Khanh 12:30PM (9/07/2007)
Cool, he reads Autoblog. I would like it if they brought the
Toyota
Aurion that's sold in Australia here, to the U.S., as at least a
Scion model because I'm sure it will appeal nicely to the younger
crowd. And because it is still a Toyota, it should have adequate
technology and of course those beautiful forever-lasting engines of
theirs. Other than that, I don't like Toyota's much because the nice
ones are always FWD. I would rather have a Honda Accord than a Camry;
Fit rather than a Prius, & Yaris. Toyota makes boring, not-so-fun
cars. Shame.
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naggs 12:38PM (9/07/2007)
bruce,
lightweight, rwd, three pedals...
oh and not a convertable, those are lame
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Thunder 1:02PM (9/07/2007)
Sorry to disappoint you Jared, but I'm an enthusiast.
I really don't care if it's Toyota that makes the next best rally/sports car or if it's another company, as long as it's great.
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Steve 2:05PM (9/07/2007)
So customer or rather car owner (as there is nothing in the Toyota lineup that I would purchase at this time) observations:
Toyota is known for quality and reliability, this is good continue to make this the hallmark of your organization.
Toyota is also known for bland, inoffensive automotive appliances, this is bad and what needs to be worked on.
A car can be beautiful and reliable it can have quality and passion. Take a page from Mazda and inject some passion and fun to drive into your vehicles across the board. I’m not saying turn every car into a sports car but no one buys a Toyota because its fun (maybe an FJ).
Toyota for sometime has ignored the sports car/sporty car market. Why isn’t there something from Toyota to combat the following: MX5/Solstice/Sky, RX8/350Z/Evo or even the Altima/Accord/Eclipse Coupes? Where is the RWD or AWD? Where is the fun and sexy?
Although at this point it might be too late, there is an onslaught of great looking new sportscars from all makers coming, 2 seaters, RWD coupes, muscle cars and AWD Rally cars.
What will Toyota do? Is Toyota happy with boring and bland as long as the profits continue?
If so my $$ will continue to go to whoever offers a fun to drive car that is beautiful to look at and be in.
Here is something bold, make a Lotus Elise, make a 2000lb car with 200hp that is sex on wheels and drives like a go cart and price it for under 30k. No holds barred, no excuses, no compromises, no synergy drive, no electronic nanny that can’t be turned off performance car. A car that is in your face, eat you for lunch, that says “Is that the best you can do you little punk”!
Do that and I’ll think of Toyota as more than a dishwasher on wheels.
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Kevin 4:45PM (9/07/2007)
I sure hope he reads my blog. Maybe then he (and Toyota) will get the clue that every Camry and Corolla should come with mandatory driver training. The worst drivers on the road, the ones with the most scraped bumpers and dented doors, the ones weaving, dawdling, and not looking out, are operating newer Corollas and Camrys, which come in an array of tan and silver colors.
Find my blog. It's called The Anti-Camry. Enjoy.
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Bryan 6:44PM (9/07/2007)
Man I want that job. You get paid to be on the internet all day...and to make it even better, you already know people think Toyotas are styless pieces of junk that librarians and hippies buy so you can surf and look at anything you want all day! Woo hoo!
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Thunder 7:27PM (9/07/2007)
Another thought... Toyota or any other car manufacturer that may be reading this...
Please make some rally/sports cars that look masculine with fender flares like the mid-90's Ford Escort Cosworth's, 2002-2006 WRX STi's, Dodge Conquests TSi's, Mitsubishi EVO's, etc. Too many cars now including the forth-coming WRX look plain, anemic, and boring.
If you're worried about stepping outside the conservative box then at least give us an option of a nicely styled OEM body kit.
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Harrison 8:13PM (9/07/2007)
Bruce, please tell Toyota Team Europe to get the heck out of F1 and go back to WRC.
F1 is nothing but a waste of time and money. At least toss some of the funds to up and coming privateers.
Once that's done, bring it back to America.
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Imp 8:38PM (9/07/2007)
Read this and take the advice back to your head honchos ... build something attractive (I'll concede the Matrix is acceptable but not a leader) and truly sporty. Not everyone buys a car only to get somewhere.
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Roni Biasa 5:20PM (9/08/2007)
That's a good thing from Toyota to hire him.
At least Toyota doesn't hire a basher, sent him to join this blog, and then bashing other car company/manufacture with his bad comments.
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Roni Biasa 5:24PM (9/08/2007)
I think a person that bashing toyota are an unique person. He choose a car
from his big ego.
How can he live in a community with that big ego.
He is just one person in his car, or maybe 2 persons, drive the car around
the town, to show and tell the people they all are boring persons with
they boring car, they are bland, have no fun and souless.
Pathetics...
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Roni Biasa 5:29PM (9/08/2007)
A green car perseption can be thinking and feeling with a positive way. Like the Toyota Prius Hybrid car.
A positive way, is not a hell way, it's just a simple way.
Starts form you (the one), ends with together, naturally.
Sometimes you need to drive the car outside the town, seeing a great blue sky and beautiful (green) trees, breathing full with your sights, and have some fun too. Can be with your great friends, brothers/sisters, beloved wife/girlfriend or lovely family. Or can be in the convoy with the others car.
You can mix it with what your wants. Your hobbies. Like with the music, or singing together. or just have some relaxing moments, ect.
And you can mix it with some actions too. Like fishing, climbing, swimming, surfing, biking, outbound, camping, vacation, ect.
I think this is the people still do.
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