Edward Laukes

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Edward Laukes

Edward Laukes is leading Toyota's marketing of new vehicle models and branding of Toyota in the United States. He has shown marketing leadership in key Toyota campaigns including 2020 Toyota Prius "It's Unbelievable" and 2020 Olympics "Start Your Impossible" marketing campaigns.


  • On the launch of the 2020 Toyota Prius "It's Unbelievable" marketing campaign, Edward Laukes notes that "Prius is, once again, setting the bar for hybrid sedans ... The performance, versatility, and technology in the 2020 Prius empowers drivers to go anywhere, and the campaign lets consumers catch a glimpse of what that freedom feels like.
  • On the launch of the 2019 Rav4 Hybrid, Edward Laukes said “The 2019 Rav4 HV is the vehicle that will shatter perceptions of hybrids, much like how Toni is shattering perceptions of a football player ... We’re excited to highlight Toni’s inspirational story during the big game and remind viewers that assumptions should always be challenged.”
  • Regarding Toyota's Olympic sponsorship and marketing campaign Edward Laukes said, “As we look toward the Olympic and Paralympic Games Tokyo 2020, Toyota’s partnership with these six summer NGBs (National Governing Body) allows us to reinforce our mobility message to new audiences ... By working with traditional Olympic and Paralympic sports, as well as new and exciting additions to the Olympic Games, we can expand our reach in key markets and tap into the passionate fan base that can be found within each of these NGBs.”
  • Toyota customized a Tundra truck to have a pizza-making robot for the SEMA show. Edward Laukes shared his thoughts on the development, "The SEMA show has been very important to Toyota, It gives us, really, an opportunity to build really cool stuff, customize some stuff and let people's imagination run wild."
  • On the launch of the 2020 Toyota Avalon, "We are really excited of the all brand new Avalon, if you can start off by looking at the styling on the front of this car this totally aggressive is an all new first for the Avalon."


Launch of 2020 Toyota car models

  • Toyota partnered with the agencies Saatchi & Saatchi, Conill Advertising and Intertrend, to launch the "It's Unbelievable" marketing campaign that promotes the 2020 Toyota Prius. Edward Laukes is leading the US marketing campaign that covers online news media, social media, and media placements.
  • Marketing agencies Burell Communication, Saatchi & Saatchi, and Zenith Media are leading the 2019 Rav4 Hybrid launch. The advertising campaign features Toni Harris, a female football player who is seeking to redefine football as Rav4 is redefining driving. From the start of 2019 to date, Edward Laukes has been leading the 2019 Rav4 Hybrid promotional campaign.

Tokyo Olympics campaign


  • Driven by US economic growth and cheap oil prices, the SUVs and light trucks market segments have been growing rapidly. In tandem with the customer shift, some automakers are abandoning the sedan market segment.
  • In recognition of the declining automaker interest in the sedan market segment, Toyota is responding by ramping up its sales to target a larger market share of sedan and small car sales. Edward Laukes is leading Toyota's push to capture sales of the sedan market through marketing the Corolla and Camry models.
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Edward Laukes and Toyota

Edward Laukes' marketing and advertising successes include the 2020 Prius media campaign, 2020 Toyota media campaign, and the 2020 Gr Supra campaign. Some goals that have been set for Toyota marketing include maintaining its core values while spreading its outreach to all corners of the world

Consumer Insights

Mobility for all

  • In an interview with automotive news, Laukes stated "mobility goes beyond cars and it is a human right".
  • Aligning itself with Olympians and Paralympians, Toyota moves to the enabling ease of movement for all.
  • There is a need to improve mobility around the globe, and Laukes said, "Toyota feels they have a responsibility to improve mobility".


  • During the reveal of the Toyota's version for NASCAR race car in 2018, Laukas said they are focused on making cars that have similar features with NASCAR race cars.
  • Within the official press lease of NASCAR LauKas moved on to state that, "Our goal has been to maintain parallel design characteristics so our fans can enjoy driving a Camry that closely resembles the one their favorite NASCAR driver races each weekend".

Customer service

  • "It’s something at Toyota we work on every day and is put head and shoulders above everything else we do" Laukes stated, which is very necessary for the growth of the company.
  • Since the inception of Total Care, there has been a huge impact in "maintaining their cars and having relationships with our dealers, which translates into greater purchase intent," said Laukes.

Marketing and Advertising Successes

Toyota Prius media campaign for 2020, "It's unbelievable" featured "To The Top", and Recital.

  • The Prius ad "To The Top," which featured Chloe Kim the Olympic gold medalist, entrusts people to go places through its versatility.
  • Pinpointing major technological advances, the ad advances the media reach for the Toyota Prius.

"Greater Than" campaign for the Toyota corolla 2020.

  • This campaign that brings out the transformation and bold looks of the sedan. Laukes was quoted saying, "The all-new Toyota Corolla sedan dares to make life a little more adventurous".
  • The campaign pushed drivers to create a mark.
  • Despite this launch being a future release, it has over 622 mentions and 359 users across social media.

AVALON TRD Pro campaign launch

  • The Avalon TRD Pro was geared to the fits of a street race car.
  • "For this Avalon TRD Pro Concept, the intention was to do some serious perception-busting," said Laukes, while Avalon TRD Pro geared at bolstering its image.
  • This advertising campaign was successful because it has over 311 mentions 228 users across social media within days of the campaign.

2020 GR Supra campaign launch "This is Our Sport"

  • The exciting launch showcased the 2020 GR power and agility.
  • During the launch, Laukes proferred that, "the return of the Toyota Supra has been a long time coming, and it’s well worth the wait".
  • This campaign proved successful with 526 mentions and 347 users the 2020 GR Supra was buzzing all over social media.


  • One of the goals is to increase the reach of Toyota marketing to all corners of the earth through the global campaign, "Start Your Impossible".
  • Secondly, Laukes wants to maintain its core value, not losing sight of its identity.
  • Thirdly, Toyota wants to push for design to become synonymous with quality to promote Toyota marketing.

Research Strategy

To carry out this research, we started by going through the website of Toyota North America, we searched through the marketing and advertisment sections, press releases to determine goals, successful advertisement, and areas of focus, and views on agency partners. This search proved fruitful cause we were able to find most of the information needed, however, information regarding Laukes' views on agency partners was not found.

Our second strategy was to search trusted media sources like industry publications, articles, and related magazine publication to find Laukes' view on his agency partners, this search method proved futile as well. However, we were able to identify some of his agency partners like Saatchi and Saatchi, Conill Advertising and Intrend.

Lastly, we moved to search this company websites for articles, press releases for any information regarding Mr. Laukes' views, but this also proved futile as well.