Toyota
The future of automotive is electrifying.
But you need everyone to see it that way.
Tags: Internal comms, content strategy, event comms
The brief
Toyota made the ambitious decision to launch seven new battery electric (BEV) and hybrid (HEV) models in seven months - but to do that successfully, all sales centre staff needed to buy into the philosophy that electric is the way forward within the automotive industry.
I was approached to support in the development of multiple in-person events, planning out content and scripting sessions to drive confidence and belief in an electrified future.
The approach
Automotive is a tricky industry - and one I was fairly fresh to. Working in collaboration with an automotive training expert (thanks Matt Phillips), I delved into a whole heap of documentation so I could competently weave BEV knowledge and insights into some persuasive, exciting content.
Each new model became a platform to talk about why this direction is right for Toyota and its customers, addressing pain points and concerns whilst also offering opportunities for sales centre staff to try out these new EVs for themselves. After all, first hand experience goes a long way when connecting the dots laid out during a presentation.
The outcome
Boosts to colleague confidence across the board, including positive sentiment towards electric vehicles as a whole. That confidence went beyond simply the models themselves to bolster the business’ belief in their whole electric ecosystem as an industry-leading opportunity.