“It’s with a lot of pride that I can say we are #1 in the Hispanic, African-American and Asian-American markets. But, none of that happened accidentally.”
And, Bob Carter would know.
For nearly 40 years, he has had a front row seat to the evolution of D&I at Toyota. As the Executive Vice President of Sales, he can tell you first-hand the impact D&I has on our business — and our customers.
“Diversity and Inclusion has been part of our brand and culture for many years. Our approach to the market has always been very inclusive. One of the reasons we continue our position in this incredibly competitive industry is because we have kept evolving ourselves and positioning our brand and products to adjust to a very diverse marketplace.”
For the last 20-plus years, Toyota has reached multicultural markets within the United States by employing different advertising agencies that target specific customer segments — and done so successfully. As these segments acculturated, Toyota adapted to ensure every segment continued to be heard and reflected in the brand.
“We moved from targeting diverse market segments to targeting an entire market that is diverse.”
Today, while the agencies still focus on their specific customer segment, they work together across all markets — crafting general audience ads and market-specific ads with a common thread — the connection and inclusivity that the Toyota brand represents.
“It’s my belief D&I is a social, moral and business imperative — particularly for the automotive or consumer business. The way we have evolved with the markets we serve — I’m proud about that.”