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In 1936, Toyota entered the passenger car market with its Model AA and held a competition to establish a new logo emphasizing speed for its new product line. After receiving 27,000 entries, one was selected that additionally resulted in a change of its moniker to "Toyota" from the family name "Toyoda". The new name was believed to sound better, and its eight-stroke count in the Japanese language was associated with wealth and good fortune. The original logo no longer is found on its vehicles, but remains the corporate emblem used in Japan.
Still, no guidelines existed for the use of the brand name, "TOYOTA", which was used throughout most of the world, which led to inconsistencies in its worldwide marketing campaigns.
To remedy this, Toyota introduced a new worldwide logo in October 1989 to commemorate the 50th year of the company, and to differentiate it from the newly released luxury Lexus brand. The logo made its debut on the 1989 Toyota Celsior and quickly gained worldwide recognition.
The three ovals in the new logo combine to form the letter "T", which stands for Toyota. The overlapping of the two perpendicular ovals inside the larger oval represent the mutually beneficial relationship and trust between the customer and the company, while the larger oval surrounding both of these inner ovals represents the "global expansion of Toyota's technology and unlimited potential for the future."
The new logo started appearing on all printed material, advertisements, dealer signage, and the vehicles themselves in 1990.
Toyota's marketing efforts in North America have focused on emphasizing the positive experiences of ownership and vehicle quality. The ownership experience has been targeted in slogans such as "You asked for it! You got it!" (1975–1979), "Oh, what a feeling!" (1979 – September 1985, in the US), "Who could ask for anything more?" (September 1985 – 1989), "I love what you do for me, Toyota!" (1989–1997), "Everyday" (1997–2001)", "Get the feeling!" (2001–2004), "Moving Forward" (2004–2012), and "Let's Go Places" (2012-present).
In Japan, Toyota currently maintains separate dealership sales channels, called "Toyota Store" (トヨタ店) that were established in 1949, which sell large luxury sedans such as the Toyota Century, and the Toyota Crown, and "Toyopet Store" (トヨペット店), that was originally established to sell the Toyota Corona and the Toyopet Toyoace truck in 1956.(Toyota's five channel dealerships in Japan chronology in Japanese) Toyota also established a commercial dealership called Toyota Diesel Shop (トヨタディーゼル店) from 1957 until 1988, that sold various commercial platform trucks, buses, and forklifts, such as the Toyota Dyna and the Toyota Coaster. Hino products were sold at specific Hino locations, and shared at Toyota Diesel Store locations after Toyota acquired the company in 1967. Starting in 1980, the Diesel Shop also sold the Starlet, Corolla, Corona, Vista and Crown installed with diesel engines. When the Toyota Diesel Store was disbanded, commercial products were divided between Toyota Store and Toyopet Store locations.
Currently, the "Toyota Corolla Store" (トヨタカローラ店) was renamed from the "Toyota Public Store" (トヨタパブリカ店), which was established to sell the Toyota Publica in 1961, then renamed to sell the Toyota Corolla in 1966.
In 1980, the "Toyota Vista Store" replaced the "Toyota Auto Store" (トヨタオート店) sales network that sold the Corolla companion, called the Toyota Sprinter established in 1966. Toyota Vista was replaced by a Lexus sales network in 2004. Some former Vista models were rebranded as Lexus (レクサス), such as the Altezza and the Aristo. Others have been taken over by the "Toyota Netz Store" (ネッツ店), established in August 1998, which was already selling, among others, the Toyota ist and the Toyota RAV4. "Netz" is an acronym for Network of Energetic Teams for Zenith.
Netz locations are being repositioned to resemble the North American Toyota network, called Scion, and are currently exclusive for the Toyota 86. Most models were exclusive to particular retail chains, while some models, like the Prius, are available at all sales channels. These models are available at retail channels nationally, as retail chains in Tokyo and Osaka are different.
Vehicles sold at Toyota Store (Nationally)
Toyota Century, Toyota Crown Majesta, Toyota Crown, Toyota Master, Toyota SAI, Toyota Prius, Toyota Allion, Toyota Succeed, Toyota Blade, Toyota Corolla RunX, Toyota Porte, Toyota Estima, Toyota Isis, Toyota FJ Cruiser, Toyota Comfort, Toyota Land Cruiser, Toyota Hilux Surf, Toyota Land Cruiser Prado, Toyota Dyna, Toyota Stout, Toyota Coaster, Toyota QuickDelivery, Toyota 2000GT, Toyota Carina, Toyota Carina ED, Toyota Brevis, Toyota Gaia, Toyota Cavalier, Toyota Classic, Toyota MasterAce, Toyota Hilux, Toyota Mega Cruiser, Toyota Soarer, Toyota Origin, Toyota Caldina
Vehicles sold at Toyopet Store (Nationally)
Toyota Mark X, Toyota SAI, Toyota Premio, Toyota Prius, Toyota Belta, Toyota Mark X ZiO, Toyota Succeed, Toyota Ractis, Toyota Blade, Toyota Porte, Toyota Harrier, Toyota Vanguard, Toyota Rush, Toyota Alphard, Toyota Comfort, Toyota Hiace, Toyota Toyoace, Toyota Pixis Space, Toyota Mark II-Mark II Qualis-Mark II Blit, Toyota Corona, Toyota Corona EXiV, Toyota Corona Coupe, Toyota Corsa, Toyota Opa, Toyota Avalon, Toyota Progrès, Toyota Cami, Toyota ist, Toyota Platz, Toyota Soarer, Toyota Hilux, Toyota Cynos, Toyota Regius, Toyota Celsior, Toyota Origin, Toyota Caldina, Toyota Ipsum
Vehicles sold at Toyota Corolla Store (starting 1966) formerly Toyota Public Store (Nationally)
Toyota SAI, Toyota Camry, Toyota Prius, Toyota Corolla Axio, Toyota Belta, Toyota Probox, Toyota Corolla Rumion, Toyota Ractis, Toyota Passo, Toyota Sera, Toyota Vanguard, Toyota Estima, Toyota Noah, Toyota Sienta, Toyota TownAce, all Daihatsu products, Toyota Publica, Toyota Tercel, Toyota Windom, Toyota Scepter, Toyota Corolla Ceres, Toyota Origin, Toyota Nadia, Toyota WiLL, Toyota RAV4, Toyota Kluger, Toyota Sports 800, Toyota Celica, Toyota Supra, Toyota Corolla Levin, Toyota Celica XX
Vehicles sold at Netz Store (starting 1998) formerly Toyota Vista Store (starting 1980) formerly Toyota Auto Store (starting 1966)(Nationally)
Toyota Vitz, Toyota SAI, Toyota Prius, Toyota ist, Toyota Auris, Toyota bB, Toyota Avensis, Toyota Raum, Toyota Wish, Toyota Voxy, Toyota RAV4, Toyota Vellfire, Toyota iQ, Toyota Allex, Toyota Fun Cargo, Toyota Altezza, Toyota Verossa, Toyota Curren, Toyota Aristo, Toyota MR-S, Toyota MR2, Toyota Starlet, Toyota Vista, Toyota Cresta, Toyota Sprinter, Toyota Voltz, Toyota Blizzard, Toyota Chaser, Toyota Sprinter Marino, Toyota Carib, Toyota Granvia, Toyota Sprinter Trueno, Toyota LiteAce, Toyota Ipsum, Saturn S-series (1996-2003), Toyota 86, WiLL (1999-2004)
Further information: Toyota Center, Toyota Park (Bridgeview), Toyota Racing, Toyota Racing Development, and Toyota in motorsports