Lately, it was pretty much mandatory that almost every car coming out of Toyota’s stables was tied to a recall somewhere in the world. The automaker had recently said it would recall 4,12,000 high-end passenger cars in North America for steering-related issues. This included 3,73,000 of their 2000-2004 model year Avalon sedans whose steering lock bar broke under certain conditions and 39,000 of their 2003-2007 model year LX470 SUVs due to issues related to steering axle decoupling. There have been no reports of any accidents involving the LX470 models subject to the recall.

However, the automaker is now making quality its priority. A for apple and B for bat. Now what does Q mean? Toyota knows nothing but ‘quality’. Toyota Kirloskar Motor has just announced the launch of its new Toyota ‘Q’ Promise corporate campaign.

Toyota now offers the promise of quality to its consumers in India. The company’s new corporate branding initiative ‘Q’ or ‘quality promise’ will be featured in print, online and on television. The automaker has already started spreading its Quality Revolution corporate message, and the Q Promise turns out to be an extension of the revolution. The Toyota brand is ultimately on a mission to reach and connect with the Indian masses across all consumer segments.

Let us see what Mr. Sandeep Singh, Deputy Managing Director (Marketing) of Toyota Kirloskar Motor has to say. He says the Toyota ‘Q’ Promise campaign seeks to build and maintain an emotional connection with Indian consumers across states, languages ​​and cultures. It also appears that the automaker wants nothing to hurt the launch and sales of its next compact car, the Toyota Etios, which is likely to launch later this year or early in 2011. Through the campaign, Toyota is making everything possible to retell its promise of quality in everything it does; products, manufacturing systems, after-sales service, internal HR practices and CSR initiatives.

What exactly does the ‘Q’ Promise mean for everyone? It represents Toyota’s intent and commitment to the Indian people and features five promises based on product and manufacturing, safety, sales and service, trust and last but not least employee welfare. and skill development.

A thread becomes the common creative element that runs through the campaign. A thread or dhaaga, says Toyota, is a symbol of Toyota’s commitment to all Indians. It symbolizes Toyota’s ‘Customer First’ philosophy, which is the focus when it comes to any of Toyota’s new cars, systems and products. The print, online and TV campaign will run from August to October 2010 and the closing stage will be an eight-page insert in major Indian dailies.