- Burned oil at a rate of a quart every 1800 miles (Toyota would only do something if it burned oil at a quart every 1200)
- After buying the car 19 days before the “7 year/100K Warranty” (it was 6 year/100K prior to 10/1/05), the 5 speed manual died (never heard of that in any Toyota). Cost me $3800 to replace the five speed. The car had 83K on it, and Toyota wouldn’t cover it.

I’me done with Toyota, after buying Toyotas and Lexus’ since 1971 (nine cars in total). Manufacturing and Engineering is top notch, but they can have issues their service is horrible, and the way they treat (once) loyal customers tells me that they have become complacent. I’ll go to a dealer/company that thinks service and caring for your customer means somthing.

Toyota Certified - I thought it meant something too, but “oh what a feeling” I got when Toyota should have done something.

For example, look at the no no nonsense results of the new Hybrid cars—the leader Camry is cheaper with a smaller engine and better gas mileage than the Honda competitor and rightfully so—sales are higher—it’s created mass appeal. I think the used market of Toyota cars will do just as well. Simple approaches, fantastic results.

While the theme of “certified pre-own” seeks to impress, what’s in the mind of consumers is simply “used”. The opposite is true—a cleaver tactic gone astray.

I say that because Toyota has earned itself a good spot.

1. Their products have better met the needs of the American market than much of the competition.

2. According to Interbrand they are the seventh strongest brand in the world.

3. Points 1 & 2 dull the sharpness of the word ‘Used’ when it comes to Toyota branded products.

So, Toyota can call it what it is and still move cars. Not to mention the fact that functionality in naming works especially well here as consumers looking for ‘used cars’ use the search term ‘used cars’.

All hail the power of a strong brand.

I have long called my beloved Parker 51 my writing instrument and I prefer to call a fine automobile a motor car. And Roseanne didn’t do too badly referring to herself as a domestic goddess.

I’m a firm believer that people respond to words and that you can make anything sound far better than it is or far more appealing than it is. Of course, much depends on your audience.

I wouldn’t go to the local bar and ask the bartender for a writing instrument. But in the privacy of my home or office I am loathe to call my fine writing instrument a pen. In fact, anything I happen to write with is an instrument. At least that’s what I’d have the world believe.

I am all for using this type of language in advertising. A good sales writer can massage words until they have magic. Once they have magic they sell.

But what do I know. I’m just a peddler.

People want what they want.
They don’t want used.
They want second-hand.

Well, I know it’s the same, and you know it’s the same, but we still want to hear it, like we want to hear it.

Sean
http://www.psychotactics.com

When I hear “used car” I instantly see a used car salesman in my mind.

I know, I know… Toyota’s are great cars. I love them (just drove back to Cincinnati from Gatlinburg, TN in my girlfriend’s 2006 Corolla).

But people are fickle.

And I’m sure I’m not the only person who has a picture in my mind of Gus, the slick-backed, greasy haired local used car salesman shouting at you from the tube about the years’ greatest deals ending soon.