Toyota had timed product placement and unveilings for vehicles and gadgets to the Olympics spotlightGETTY IMAGES
Toyota "has a lot to lose" now that the Tokyo Games will be postponed due to the coronavirus pandemic, according to Hans Greimel of AD AGE. For starters, the automaker spent a reported $835M in '15 to "sign on as a top sponsor" of the Games through '24. Since then, it has "put untold millions into developing a fleet of electrified, new-mobility vehicles to roll out for the event." Toyota also "created a sophisticated worldwide marketing campaign called 'Start Your Impossible' that revolves around the Olympics and the idea of delivering new modes of mobility to all people." The automaker "meticulously timed product placement and unveilings for a slew of vehicles and new-mobility gadgets to the Olympics spotlight." Also in the works is the LQ, a "self-driving electric vehicle equipped with a digital assistant." Toyota previously said that the vehicle will "run as an escort vehicle for some events during the Olympics." But the question is whether these vehicles and others Toyota "has on tap will still carry a 'wow' punch" now that the Games are delayed (ADAGE.com, 3/23).
