A Faceless Brand, The Faceless Car

Bu yazı Toyota Amerika'nın CEOsu Yuki Fuko ile Businessweekde aparılan müsahibeden alınıb. Azerbaycan diline çevirmediyime göre üzr isteyirem.

Is your decision to advertise more aggressively a response to those kinds of remarks by people like Ford President of the Americas Mark Fields or GM Vice-Chairman Bob Lutz?

More important than the political consideration,

Toyota is known as a product. No one knows what Toyota is. Toyota is a faceless organization. It doesn't have a human element in the eyes of the consumer. Toyota is just a car.

Toyota is bigger than that though. It's people. We have some 40,000 people working for us in the U.S. We need to have more of a face. That we are people. That's the most critical thing we have been trying to achieve.

Perhaps you would like to star in some ads yourself? DaimlerChrysler Chairman Dieter Zetsche did that last year as "Dr. Z." Do you want to be known as "Dr. T"?

No. We want to show everybody in the company. The heroes. Not one single person.

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