To ramp up is launch of the FJ Cruiser, Toyota is taking it off-road, attempting to garner high praise and sales for the vehicle by appealing first to hard core off-roaders and enthusiasts and establishing itself as an authentic off-road vehicle. The company's marketing campaign for the vehicle took it to the Mojave Desert just after SEMA, representing the start to a series of off-road events led by around 50 instructors hired by Toyota to work with "influential" enthusiasts in rock crawling, and mud and trail activities. Toyota Marketing VP Jim Farley told's Inside Line that the company won't do TV advertising; rather, it intends to spend all of its money directly on enthusiasts. The FJ Cruiser will hit dealerships in February.

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