After a long hiatus Toyota comes to maket with the type of inexpensive sports car that made the brand so popular with rev heads the world over. The new 86 and it's development brother the Subaru BRZ have been an overhelming sucsess for their manufacturers. However the overwhelming popularity of the car has translated to wait times in advance of 6 months for many customers. Toyota now faces the challenge of sustaining the popularity of the 86 beyond the initial product launch as well as keeping shoppers engaged with the brand throughout their extended waiting period.
KEY TARGET: Males, 20-35 with an existing interest in cars
COMPETITORS: Hyundai Veloster, VW Golf GTI, Other hot hatchbacks