The value proposition offered by the $18,950-and-up Prius c can be interpreted in a number of ways, including, according to its maker, through a sort of post-modern, aspiring yuppie sensibility believed to be held by its targeted demographic.
Generation Y buyers who are expected to be lured by its 53 mpg city/46mpg highway plus optional connectivity and cute styling may not spring for the somewhat higher priced Liftback, but Toyota’s marketers think they might tune in on a contrived board game called the Game of Life.
Of the new ads reportedly done in conjunction with Hasbro, AutoGuide said it applauds the Japanese automaker for realizing the same old sales tactics just don’t cut it with the newer generations.
As much was more or less said by Toyota.
“The Prius c campaign acknowledges the fact that buying a car is a big decision, as well as a new experience for many in this demographic,” said Bill Fay, group vice president, marketing, Toyota. “We wanted to give our customers something entertaining and engaging, yet familiar, they could identify with while introducing a vehicle to help them navigate this exciting new chapter in their lives.”
The Game of Life will also be incorporated into interactive digital elements for apps and other social media sites, not to mention the usual TV commercials as Toyota attempts to share the love.
We’ll add the value represented by the new car now selling hotter than iPads in Japan will probably still be evaluated by older generations using the usual mix of subjective and objective criteria.
This Game of Life series is aiming at today’s elusive, sometimes disenfranchised and used-to-being-pitched generation of first time buyers. It’s still an attempt at the age-old endeavor of selling, albeit repackaged and pretending not to be so much and hoping to set people at ease at the thought of a shiny new Prius c.
What do you think?