• Oct 9, 2012
"But wait, there's more!" You may be accustomed to hearing that line during an infomercial for a steak knife sharpener, but what about when the talking head is pitching a brand new car? Toyota is doing just that in a new partnership with HSN. The result of this partnership is a show called "Discover Toyota," which first aired on Sunday, October 7.

HSN has been around for more than three decades, and Toyota is the first automaker to appear on the network. The aim of the show is to highlight Toyota's hybrid lineup, including the Camry Hybrid, Highlander Hybrid, all-new Avalon Hybrid, and of course, the Prius family.

According to Toyota Motor Sales VP of Marketing Communications and Motorsports Ed Laukes, "HSN has a really loyal and engaged base of viewers, so it was a natural partner to help us expose out growing lineup of hybrids to people across the country." Appearing on the show were Micah Muzio of KBB.com and Tara Weingarten of Vroomgirls.com. The two appeared as the program's auto experts – one must carefully consider the objectivity of any subject matter expert brought on to a program this is so clearly backed by Toyota, however.

The show apparently also featured quizzes and Toyota-themed games, allowing fans to earn point towards sweepstakes to win a new Avalon Hybrid. Do you think this is a smart move for an automaker? Is Toyota targeting the Avalon's target demographic with the HSN program? Let us know what you think in the comments below.
Show full PR text
Toyota Brings Hybrids to the Living Room as First Auto-Maker on HSN

TORRANCE, Calif., Oct. 8, 2012 /PRNewswire/ -- Toyota introduced its all-new Avalon Hybrid and its hybrid vehicle lineup into millions of living rooms across America on Sunday, October 7, with a "Discover Toyota" showcase that aired on HSN at 12 noon, 4 p.m. and 9 p.m. EDT.
Toyota is the first auto manufacturer to appear on HSN in the more than 30 years since it was founded.

Auto experts Micah Muzio of KBB.com and Tara Weingarten of Vroomgirls.com joined HSN's well-known hosts Marlo Smith and Brett Chuckerman to give HSN viewers an inside look at Toyota's hybrid vehicles, including the Prius Family, Camry Hybrid, Highlander Hybrid - and the all-new Toyota Avalon Hybrid.

Both the all-new Avalon and Avalon Hybrid were designed, engineered and manufactured in America.

Toyota extended an exclusive offer to HSN's audience to register, either by calling HSN or visiting a Toyota/HSN custom site to receive a $1,000 gas card or HSN Kash upon purchasing a Toyota hybrid in the next 90 days. The site, which can be accessed at http://www.hsn.com/Toyota_at-5548_xa.aspx?cm_re=TVElement-_-Toyota-_-shopNow, will remain live through November 5.

To enhance viewers' experience, the corresponding Toyota/HSN site featured a variety of Toyota activities, including videos, a quiz and a Toyota-themed game. Fans earned points for playing to win prizes and enter a sweepstakes for a chance to win the all-new Avalon Hybrid.

After introducing the Prius in 2000, Toyota expanded its hybrid lineup to incorporate hybrid versions of popular Toyota models. Toyota has now sold nearly 75 percent of all hybrids in America.


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  • 23 Comments
      Basil Exposition
      • 2 Years Ago
      This really is brilliant. I can't think of a better way to target Avalon's demographic with such pinpoint accuracy.
      • 2 Years Ago
      [blocked]
      IBx27
      • 2 Years Ago
      If there's one car company that has the HSN audience cornered, it's toyota.
      Mike G
      • 2 Years Ago
      Interesting way to sidestep the dealerships. The Toyota dealers around here are awful...I own two Toyotas but I'd rather go to the dentist than visit the Toyota dealer.
      desinerd1
      • 2 Years Ago
      This is hilarious. You know who else should do this? Volkswagen. Jetta station wagon is perfect for middle aged ladies who watch HSN. Plus HSN excels are selling overpriced Junk. So VW and HSN would be a match made in heaven.
      usa1
      • 2 Years Ago
      If you buy an Avalon, will they thrown in a car you would actually like to own for free?
      mapoftazifosho
      • 2 Years Ago
      Wouldn't it be hock? hock transitive verb Definition of HOCK : pawn — hock·er noun Examples of HOCK
      Burabus
      • 2 Years Ago
      Insert appliance joke here
      Serioso
      • 2 Years Ago
      Toyota is a great company, but... in before the appliance jokes.
      The Wasp
      • 2 Years Ago
      This is not surprising at all but kind of a disgusting thought.
      don
      • 2 Years Ago
      If the vehicles are dangerous because they speed away from you. I do not want them.
      CTMechE
      • 2 Years Ago
      This is a brilliant move. Absolutely brilliant. Most HSN viewers are women (the vast majority of buyers, actually) and most women that I've spoken to dislike the whole concept of dealerships and feel that they're at a disadvantage if they ever walk in there alone. TV-based home shopping is as much entertainment as it is sales. It specifically targets and comforts people, and seeks to make an emotional connection with them via a conversational and relaxed tone. Viewers begin to relate and trust even more when buyers call in and offer testimonials. Typical 30 secont commercial spots and web sites are meant to make an efficient impression, but that's it. So when I see a sales move like this, I interpret this to be specifically targeting women - they may not be physically signing the check or picking up the car, but they certainly influence many men's car purchases too. I bet it works very well, especially since Toyota already sticks with people's minds when they think of Hybrids.
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