There's more movement in the world of marketing: while Lincoln gets on with its "Reimagined" campaign, Toyota has announced a new ad slogan, "Let's Go Places." Time will tell where it slots into the brand's history of taglines, from the rather anonymous end where "Moving Forward" (the phrase it replaces) and "See how much car your money can buy" lives, to the more memorable "I love what you do for me!" and classic "Oh, what a feeling!" slogans.

Toyota engaged in "extensive research and collaboration" with five advertising partners and a research firm to come up with it, so don't mistake the tagline's brevity for back-of-a-napkin hunch. For a peek into its deeper meanings, including the obligatory nods to "optimism" and "exciting innovation" and "enriching lives" and being "aspirational," there's a press release with all the answers below.
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Toyota Reveals New Tagline 'Let's Go Places'
Toyota Tagline Signals New Direction and Invites Customers Along for the Ride


TORRANCE, Calif. – Toyota announced an engaging new tagline today, "Let's Go Places," reflecting the company's commitment to more exciting products and the promise that customers are invited to take part in shaping Toyota's future. The new theme, which represents the vision of Toyota Motor Corporation President, Akio Toyoda, was revealed today at the Toyota National Dealer Meeting in Las Vegas.

"Let's Go Places" evokes the forward-looking and optimistic momentum of Toyota in America. It invites consumers on a journey to see new places, discover new possibilities and dream big dreams together with Toyota. "Let's Go Places" begins today to engage consumers to discover Toyota and will debut nationally on December 31, 2012, as part of the campaign for the radically new Avalon, the embodiment of Toyota's new direction. "Let's Go Places" replaces the previous Toyota tagline "Moving Forward."

"Let's Go Places" speaks to the evolution of Toyota and our commitment to leading through innovation, enriching lives and connecting with customers in new ways they define," said Bill Fay, group vice president and general manager, Toyota Division. "It is energetic, aspirational, inclusive and very versatile. 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. It allows our associates, customers, dealers, and suppliers to interpret it in ways that are most personally relevant to them."

"Let's Go Places" emphasizes the thrill of innovation for a better way to live and drive, and delivers on that promise in a variety of ways – from seven, exciting all-new or updated Toyota and Scion vehicles in 2013, to unique community-giving programs such as 100 Cars for Good, to partnerships like Toyota's Personal Branding Initiative to assist veterans in translating their military skills into employment opportunities.

The new tagline is the result of extensive research and collaboration with longtime partners Saatchi & Saatchi, Dentsu America, Conill, Burrell, Intertrend, and Grieco Research.

Beginning in 2013, "Let's Go Places" will be integrated into all of Toyota's national and regional advertising, engagement, communications and digital across all segments.


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  • 41 Comments
      carguy1701
      • 2 Years Ago
      BRING BACK SN- er, I mean BRING BACK THE SUPRA
      Kelly Hatcher
      • 2 Years Ago
      Am i the only one that can see the awful overhangs as if the track wheel base of the car is too narrow? Looks stupid, looks like some after market kit. Wow Toyota, please hire some better designers.
        Kahz
        • 2 Years Ago
        @Kelly Hatcher
        Doesn't matter. It's a Camry, sells.
      Weezle Eye
      • 2 Years Ago
      Does anyone else think that front end/air dam thing looks totally ridiculous? What 17 year old designed that???
        mic414
        • 2 Years Ago
        @Weezle Eye
        Yes, it is terrible. The entire Corolla design is pathethic by now. They made several facelifts transferring over some design elements from other models, regardless of the fact if it work on the Corolla or not. When I looked at it, the first thing that popped into my mind were those home-made replica's, you know when an enthusiastic Russian auto mechanic turns his Lada into a BMW from old body parts (but none of them would be an actual BMW body part) he could find around the shop.
          • 2 Years Ago
          @mic414
          [blocked]
      • 2 Years Ago
      [blocked]
      Weezle Eye
      • 2 Years Ago
      Camry and Corolla: the KMart of the Automobile.
        desinerd1
        • 2 Years Ago
        @Weezle Eye
        Nice analogy. A few more.... Ford Fusion / Chevy Impala: the Walmart of the automobile world Hyundai Sonata: the Target of the automobile world VolksWagen Jetta/CC: the Fasmart of the automobile world Lexus ES: the Whole Foods of the automobile world
          Zoom
          • 2 Years Ago
          @desinerd1
          Lexus ES: the Whole Foods of the automobile world; um no, maybe the Macy*s. The Prius is the Whole Foods of the automotive world. Hands down.
      Radioactive Flea
      • 2 Years Ago
      Oh, what fun. See the USA in a Camry. That would be one boring trip.
        • 2 Years Ago
        @Radioactive Flea
        [blocked]
      Teko
      • 2 Years Ago
      I don't quite get all the trash talk about the front end? IMO, the front end (SE model at least) is the BEST thing about the this Camry. It's really agresseive and sporty looking, can't say the same for the other trims.
        Adrian
        • 2 Years Ago
        @Teko
        You must be the idiot guy off the latest Camry commercial that calls it "sporty". I can't think of anyone else that finds this vanilla snoozer-on-wheels sporty.
        Teko
        • 2 Years Ago
        @Teko
        *aggressive
      Sir Duke
      • 2 Years Ago
      That there Camry will make for a great snow removal device comes winter. This car is silly looking, Toyota will soon be if they're not already putting piles of cash on the hood of these cars.
      Sj027
      • 2 Years Ago
      "And it has all the features that guys want, rims, sporty body. "NO real car guy WOULD EVER say that about a Toyota Camry. That Camry commercial bothers the hell out of me. That man is whipped. Note: he is never shown driving, only the wife. He isn't allowed. Oh and the new slogan is forgettable.
      FLUIDJ
      • 2 Years Ago
      Let's not.
      Shiftright
      • 2 Years Ago
      Let's go p...zzzzzzzzzz....
      R S
      • 2 Years Ago
      I read these comments and I wonder if any of you think about what you type before you do so! Its a Toyota Camry and sales are through the roof!! Maybe you need to take a look at yourself and realize that your taste in cars are screwed up or your not in the demographic toyota sells too!! Seriously, Why make a comment if your 19 and want a Camaro? It is a nice looking car and serves its purpose.
        • 2 Years Ago
        @R S
        [blocked]
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