2017+ Toyota (lifestyle brand evolution Saudi Arabia)
Project
Toyota has been in Saudi Arabia since 1955 and has led its car market for decades – but leadership can make a brand feel ordinary. With a young population, women entering the market as drivers from 2018 and new competitors, the challenge was to evolve Toyota from a dependable choice into a lifestyle brand people actively desire.
Approach
Over a decade, a new lifestyle-based brand understanding was established, moving Toyota from a commodity to a true companion, part of local culture and an expression of individuality. It connects Toyota to the passions of a new generation: the desert, adventure, family and the joy of the open road, expressing its reliability through emotional stories and experiences that fit a fast-changing society.
Result
170,000 units sold 2017 (approx.)
245,000 units sold 2025 (approx.)
+44% growth 2017–2025
