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Toyota has taken an innovative approach to the promotion of its new limited-edition Corolla Sportivo Turbo, launching the car via a quirky internet website.
www.turbobasement.com.au tells the fictional story of two former Toyota employees who secretly develop the hot hatch deep in the bowels of a Toyota factory.
The website uses video footage, photos, text and sound grabs to tell the story of the car's development in an interactive and humorous way.
It also includes extensive information about the Corolla Sportivo Turbo's features and specifications.
Website promotion was chosen because of its appeal to the new Corolla's likely buyers - young men aged between 20 and 40.
"The target audience for the Corolla Sportivo Turbo are car enthusiasts who are image conscious, internet savvy and early adopters of new technology," said Toyota's manager of advertising communications, Steve Brann.
"The internet is the most appropriate medium by which to communicate with this audience in their language," he said.
Potential buyers will be directed to the new website by advertising on other popular websites including Carpoint, Ninemsn, Webwonders, Anzwers, and the largest Chinese-Australian site, Eyah.
www.turbobasement.com.au continues Toyota's policy of innovation in the sales and marketing of cars via the internet.
In 1999 Toyota became the first Australian car manufacturer to offer new cars for sale over the web.
The company's flagship website - www.toyota.com.au - is consistently amongst the top ten most visited websites in Australia.
Toyota says creating a website is an excellent way to promote a low volume car.
"The internet is highly measurable and cost-effective, and therefore ideal for a limited edition model," said Steve Brann.
Just 100 Corolla Sportivo Turbos will be available, and they will only be sold through 60 Toyota Sportivo dealers.
The new Corolla is the first performance-enhanced model to wear Toyota's new Sportivo sub-brand.
The car features a turbocharged 1.8 litre Twin Cam Multi-valve engine and delivers 115kW of power at 5600rpm and 237Nm of torque at 3600rpm.
The addition of a turbocharger makes Corolla Sportivo the most powerful Corolla ever sold in Australia. The car's driveline and brakes have been upgraded to complement its increased performance. Chassis developments include revised spring rates, low-profile 195/50 R15 Bridgestone tyres and "Corsica" 15-inch alloy wheels. In addition, Corolla Sportivo Turbo features a unique full-width front spoiler, side skirts and risers for the rear spoiler, as well as dual SRS airbag and ABS anti-skid brakes as standard equipment.
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