Toyota: An American Success
I know we are on the edge of destruction when I see “buy American” signs on my morning commute. Before you call me a pinko-commie, let me explain. As someone who gets chills hearing our national anthem, I find patriotism to be an admirable trait. However, I recognize the prevalence of “buy American” to signify we are either at war, or in economic distress. As it happens, we are in both. Subconsciously, we crave this flag-waving approach, and Toyota has become an unlikely candidate to cater to our patriotic sentiments.
Faulty Toyotas have claimed the lives of 58 Americans, a number far less than what Ford malfunctions claimed in 2000, but nevertheless, just as tragic. This has brought a call to arms to not buy Toyota. With relentless bad press and global recession, Toyota has had to find a new method of encouraging sales. They have landed on patriotism to kill two birds with one vehicle. Their subliminally patriotic commercials reassure the public that the problem is being resolved, and hard-working Americans are doing it.
So, what’s more American than Toyota? Probably apple pie, but even then it’s close. We are all well aware that Toyotas are assembled in the States and employ legions of our neighbors. In fact, Americans built the assembly plant in Kentucky, which cost upward of a billion dollars. This is compelling evidence that Toyota is American. But if that’s not convincing enough, look at their strategy; it embodies the American sentiment. We are a country that has gotten fat off of exportation and globalization. Toyota has simply built on our strengths. Their product innovations have forced our lethargic domestic industry to meet the demands of the consumer. Isn’t that the American spirit? Take a good idea and make it better, and increase competition? We are a capitalist society and embrace competition in theory, but for patriotic reasons, we feel disillusioned when the alleged competitor beats us.
This sense of loyalty to American autos could also be because The Big Three have stimulated our nation for generations. We owe much to them. When foreign autos entered the market, we displayed our devotion by not giving them much of a chance. And rightly so, foreign cars were initially lemons. Yet now, they are reliable and stylish vehicles. The auto industry is a staple of our country and no American auto needs to say their products are domestic. Yet, as a “foreign company”, Toyota has been compelled to explain their products are American.
Toyota’s use of patriotism is a great tactic for dealing with recent concerns about safety and foreign association. If I haven’t convinced you that Toyota is American, maybe this will do it. If you want to be a completely “American made” consumer, stop driving altogether. From the materials used to the oil consumption involved, you can’t escape the global economy. If ceasing to drive seems illogical, then it’s right on par with the Toyota is un-American argument. I contest that people should buy the best product. If this makes you sour, then demand American products improve and actually be the best.
Do you think Toyota is patriotic? Would you buy a Toyota?
Hit us back at…
Post on our Facebook wall at Welt Branding
Tweet us at WeltBrand
Or join our LinkedIn group at Welt Branding: Challenge Everything
Category: Welt | Tags: Advertising, commercial, marketing, patriot, patriotic, Toyota 14 comments »
March 25th, 2010 at 4:33 pm
Awesome post. It’s so true. Whether it’s buying American or shopping local, shoppers need to be more informed about what it is they are truly paying for. After all, who wants to buy a crappy product? Of course, if I had the opportunity to choose between two cars (foreign or domestic) that were nearly identical in style, reliability and price, I’d probably go with the domestic car. Although, to be quite honest, I’ve never bought an “American Made” car. I’m not sure if I would ever buy something just because it’s made in America. As a hard working American, I have the right make my own buying decisions, except for when the wife steps in;)
March 25th, 2010 at 5:31 pm
Most people work under the assumption that these Toyota plants are manufacturers as well. They are not. They are assembly plants. These parts are imported in from all over the world but mostly Japan. Engines from Japan, steel from Japan down to financing from Japan. The Georgetown Kentucky plant does currently manufacture the engines, but most of the parts and technology are from overseas. It’s called “Toyota of Japan” for a reason. The average car has over 10,000 parts from nuts and bolts to plastic nobs. This translates to Americans losing jobs when the majority of those parts are imported. Toyota is not some benevolent company who loves to give Americans job. They like everyone else want to make money. The only difference is, they’re based in Japan with Japanese interests. So when you read about Toyota opening a new plant, wait before you blow your load. Because in the end, middle-class America is getting screwed. However when you buy a GM or Ford product, you get a car that was assembled and “manufactured” in America or Canada. Toyota in America is a short-run answer. It’s Jobs for the here and now, taking away American Jobs for the future. I would rather drop dead than to own one of Hirohito’s kamikazes. Buy American.
As for the patriotic spirit? what a load of shit. You could argue anything is patriotic from that perspective. I could say Bernie Madoff is patriotic for capitalizing on a a loose financial industry. You could say the entire financial crisis in the past three years was patriotic because there was little government regulation (Like the founding fathers wanted it right?). In the end you need responsible citizens. Be responsible and patriotic. Quit sending your money to build libraries and hospitals for Mr. Miyagi. Buy American.
March 25th, 2010 at 10:49 pm
When my brother said “Because in the end, middle-class America is getting screwed.” he actually meant “Because in the end, overpaid union workers are starting to have to come to terms with the fact that driving a forklift is not really a 70k a year job.”
Tighten your belt brother; your entitlement is showing.
March 26th, 2010 at 9:18 am
Dear Uncle Sam,
Spoken like a true American. News flash, The U.S. is not the center of the universe. Competition promotes higher quality products and usually reduced costs for the consumer. The goal here is to build and promote safer, more reliable automobiles, right? Whether it’s a Japanese company manufacturing in the U.S., or vice versa (see Ford’s list of domestic and foreign plants here: http://en.wikipedia.org/wiki/List_of_Ford_factories).
Shouldn’t the fact that Japan can produce AND ship parts to the U.S. for less than ($) and usually better than (quality) we can for automobile manufacturing be MORE of a concern to us? It’s not an issue of Japan (or other countries) vs. the U.S., it’s a matter of style, quality, and value. Americans HAVE the choice to buy foreign or domestic. Our (U.S.) purchasing decisions directly reflect our opinion of the manufacturer’s style, quality and overall value.
Stop being so damn close minded and demand better. Common sense is not always a reflection of intelligence.
March 29th, 2010 at 8:51 am
A comment on my latest cartoon from a fan of yours on my website drew me over here.
As a kid in the 70′s and 80′s I remember teachers telling us that we as a country have moved beyond the manufacturing age so enter that market as a career at your own peril.
No matter the product, I look for the best quality with the best value no matter who makes it. Unless it is my cousin and my mother shames me into buying stuff from him.
April 1st, 2010 at 7:49 pm
Your article ends with by saying that consumers should just buy the best product.
Where that doesn’t hold up is “quality” is a undefined idea people perceive differently. Also, even if “quality” was a solid brand position, most consumers don’t have the real expertise judge true quality. They don’t know which car has the best steel, which interiors have the best materials, electronics etc.
Like it or not, foreign manufacturers will always be battling the perception that “American” stands for quality and feels safer to many consumers.
But that has been okay for them. While the Big Three have lost share over the years using weak positioning (and continues to do so), the foreign companies have gained. They know you cannot fight fire with fire. To make inroads with US consumers, they positioned themselves differently on stronger ideas. BMW did this with driving. Toyota and Honda did this with fuel efficient cars and Mercedes Benz with status.
April 4th, 2010 at 3:34 pm
I am not arguing on behalf of the UAW or there overpaid employees by
any means. I’ve had numerous bad experiences with unions. However, what I am arguing is that for every GM or Ford worker there
are 7-10 other Americans (Union and non Union) employed in the
ancillary process of auto manufacturing. A GM factory in St. Louis
with 5000 employees closes and the end result is 35,000 other
non-union Americans losing their jobs as well. This matter goes far
beyond Toyota too. It has to do with over 70 percent of wal-mart items
being from China and buffoons waiting in line for the opening of an
IKEA. So sure you can get a cheaper product at cheaper cost with
increased globalization, but in the end is it worth it? There is no
arguing that the primary result of buying foreign goods is more
disposable income in the here and now (for some). But the secondary
result is the declination of spending habits and wealth creation for
Americans in the future.
Case in-point is an article in today’s Enquirer Business section
(http://news.cincinnati.com/article/20100404/BIZ01/4040304/1001/BIZ/Where+did+our+jobs+go?+To+China).
Ironically enough it was placed right next to an article on Toyota. If
we continue down this road of buying products purely on a cost base,
the only long-term manufacturing answer I can see is a devalued dollar
attracting more foreign direct investment. As far as being
American-centric Logan, I am guilty as charged. Asian countries are
devaluing their currency to make their exports cheaper and our imports
more expensive. It’s a simple fact. They are suckling off our good ol’ Yankee tit and we do nothing about it because we like to go to Costco’s on Sunday and buy bulk shit made in China. They are reverse engineering our machines and intellectual property and selling them under our name!!! It’s not close-minded at all, because in the end it is us verse them.
From a macro standpoint, by moving to a purely service based economy, we are eradicating an entire American social class. We’re paying unemployment
for these laid-off people now and give it five years (with your paradigm) it
will be welfare instead. Buy American Products before the bottom falls
out, and it’s the American haves vs. the American have-nots.
April 6th, 2010 at 8:26 am
To Alex V:
Why do you think consumer reports exist? So that the consumers can get a non biased opinion on the ‘immeasurable’, quality. Then again if you want to really stick it to them do some research, I’m pretty sure there will be about 1000 reviews for every car out there. Saying quality is impossible for the consumer to judge is mindless drivel. If the American consumer was such an idiot, he/she wouldn’t be part of the greatest consumer culture in history. It turns out he is because quality is a very measurable attribute, why do you think the “big 3″ had the financial meltdown that they did? Because they figured people would buy american simply to buy american, then their quality standards were lowered. Your point was great if you consider that its the exact opposite of reality.
April 6th, 2010 at 5:46 pm
To Uncle Sam:
Sorry to tell you this, but you do not have a clue about American part content in today’s cars. You should do a little more research. Toyota employs about 175,000 people in North America and the majority of it’s parts are made right here in the good ole USA. The not only produce engines at the Kentucky Plant but also in Alabama and West Virginia (both of these plants are dedicated engine/transmission plants that supply all of the North American Assembly plants.
If you check the percentage of US content Toyota ranks right up there with the Big 3 and on many models they have more US content. Go to a Chevy dealerships and start looking at the labels on the doors of Silverados. In many cases you will find the words “hecho en Mexico”. In case you do not know that means made in Mexico where they pay them like $20 a day, not an hour a day.
While Toyota, Honda, Nissan and other Overseas names are increasing the % of domestic content Ford, GM, and Chrysler are shipping more jobs on the other side of the border and their content % is going down (see below example).
“Toyota Sienna (85 percent domestic content) and Tundra (80 percent). Meanwhile, hot sellers like the Ford Escape and Edge have seen their domestic content spiral downward: The Escape fell from 90 percent for ’07 to 65 percent for ’08, while the Edge dropped from 95 percent for ’07 to 70 percent for ’08.”
I normally do not post on these sites or get caught up in the childish chatter that goes on here. But someone needs to let people know that this is no longer the 1970′s when the Big 3 and the UAW were working to provide American people with good jobs. Please open yours eyes and see what’s going on. The cooperate thugs and the leadership in the UAW no longer care about the American worker. All they care about is lining their pockets.
So please buy American, do your research and find products that are truly made in the US not companies who used to be American companies and just use their name from the past to promote their products.
April 8th, 2010 at 11:04 pm
To CincyJefe:
Yes people read consumer reports, but do they only buy the cars with the best ratings. Not really.
They still buy cars with low test ratings because these brands have strong positions that connect with consumers. For instance, there are a lot of Mercedes Benz on the road and they continually don’t test well. Mercedes says status and luxury and people want that.
Quality is weak and undefined. If the case was the opposite shouldn’t everyone be driving the same car?
April 9th, 2010 at 8:42 am
“Mercedes-Benz USA today reported March sales of 15,602 vehicles, a decline of 25%. The volume leaders for the month were the C, E, and GLK-Class with sales of 5,008, 1,978, and 2,598 respectively. On a year-to-date basis, the company sold 40,234 (56,341 last year) new vehicles, a decrease of 29% over the comparable period last year.”
- Benzinsider.com
I am sure there is a certain percentage of the market that buys a car because of the image that it projects, but as you can see the results of poor quality testing for mercedes benz has had a measurable impact on sales. If people didn’t pay attention to consumer reports it wouldn’t exist, this is the nature of business in the free market, you know the evil capitalist system we are now trying to get rid of?
April 9th, 2010 at 11:24 am
First, I would argue the fallacy of causation. Just because sales dropped recently, can you attribute that to people believing that it’s not a “quality” car. There will be boom periods and also slower times and with the current recession, its going to be a slower time for everyone.
Second, I would also argue that branding is a long term process, and looking at a one year sales decline doesn’t give you the entire picture.
Mercedes imported car totals over a 40 year period:
1954:1,000
1964:11,234
1974:38,826
1984:79,222
1994:73,002
They were only able to achieve that kind of success by building a better brand, not a better product.
And as far as Consumer reports, in 2007 Mercedes was ranked 36 (dead last) in predicted reliability, yet sales went up that year.
April 9th, 2010 at 6:22 pm
I just wanted to say that Alex V totally crushed you Cincyjefe.
Totally Pwned!
June 6th, 2011 at 8:50 pm
Toyota is a very good company and had a very food reputation over the years. i believe that the controversies that happen is only cause by the incompetent leaders of toyota right now. I also had some disputes on toyota parts like when I bought this broken pitman arm and window motor to them. But even though this happens, I believe that the reputation that toyota done over the year will not be blemish by this.