Mihai Bordeanu, marketing manager of Toyota Romania, says a special edition of a car can boost its sales by as much as 40% or even double them.
"On average, a special edition can boost the sales of that particular model by 20-40% during promotion. Against the classical model, this comes with something new and this is why it's drawing customers' attention. A special edition can even double sales of a model, particularly if it's well conceived and there's a high level of communication," explains Mihai Bordeanu, a marketing manager with Toyota Romania, the importer of Toyota and Lexus brands domestically.
The company's marketing and communication budget will rise by over 50% this year from 2007, to a value of between 3 and 7m euros, according to the importer. Promotion campaigns will include TV ads.
Toyota Romania in 2007 maintained its position as the strongest importer of a Japanese brand, with sales hitting the level of 10,301 units, up almost 70% from 2006.
"In 2008, Toyota's Romanian sales will go up by 30% owing to network expansion. The slowdown, from over 70%, to 30%, will be triggered by external factors, such as the first registration tax. Another factor with an impact over sales will be RON's trend against the euro," said Bordeanu.
The company's representatives expect the overall market to post a 10-15% increase and imports to advance by 20-30%. The main factor to generate further market growth is Romania's low degree of motorisation.
"Considering the market increased by around 24% and imports by 50%, we are satisfied with Toyota's performance, especially as we posted the fastest growth pace compared with our direct rivals," Bordeanu said.
Even as the Association of Automotive Manufacturers and Importers (APIA) puts market growth at 5% this year, Toyota wants to maintain its fast growth pace. "Despite the expected market stagnation, we forecast a 30% sales increase for Toyota. (...) In 2008 we want to sell over 3,200 more cars, of which 82% will represent basic models-Aygo, Yaris, Auris, Corolla and Avensis. These models will see an increase by around 40-50%," stated Bordeanu.
Toyota's domestic distribution network currently includes 15 dealerships owning 23 locations. No new dealership was established in 2007. The 16th will be built in Prahova county.
"The value of investments ranges between 2 and 4m euros, a sum including the plot of land. Investments will be finalised by yearend. Of the 23 locations, 8 are "3S" complexes (showroom, service and spare part warehouse i.e.)," said Bordeanu.
In Romania, there are around 30,000 registered Toyota cars, according to the importer's statistical data.
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