Marketing in the News - Toyota Brand Against LGBTQ+

  

            Over the this summer, I was in a predicament. My car had recently stopped running and I was having to constantly ask other people to take me to work. When I was able to apply for a car loan and actually started looking for a car that would be able to keep up with me and my busy antics; It was a no-brainer that I wanted a car that was going to benefit for the constant commuting. Toyota was known for being reliable. Luckily, I had my parents lead me into the right direction towards getting a 2017 Toyota Camry. I've loved my impressionable car ever since the car dealership told me it was mine. So it came out as a surprise a couple days ago, I was scrolling on social media, I happen to come across this post that said Toyota wanted to rebrand out of LGBTQ+ for the up-and-coming election. As someone who considers myself apart of the LGBTQ+ demographic, I was sadly disheartened by this piece of news. 

            Toyota's spokesman had said Robby Starbuck, an conservative activist, made a video calling out Toyota Motor Corp. for sponsoring a post for the LGBTQ+ community back in 2020 on Twitter (picture below) which I can no longer view on their Twitter account. A week later (just last week) Toyota came out with a memo introducing the pullback on LGBTQ+ sponsorship. Starbuck then made a video announcing that Toyota was making the 'right decision', but I'm not so sure.

    

            When people think of Toyota's brand, they think of reliable, good-quality cars. Since this statement has been released, I predict that Toyota will be losing business as time goes on. Unfortunately for the company, as more and more people are being welcomed into the LGBTQ+ community, Toyota will be considered to be 'hateful' towards the LGBTQ+ by canceling their sponsorship. No one is just going to forget about it for a long, long, time, especially since the 2024 presidential election is coming up. 

                    Robby Starbuck 'calling out' Toyota: Instagram Video

                    Robby Starbuck praising Toyota a week later: Instagram Video

            Toyota itself is now considered a right-winged corporation to satisfy the needs of the conservative society as of actions of cancelling the sponsorship of LGBTQ+ rights. Republicans themselves are now rejoicing the fact that Toyota is a 'reliable' company that they stopped from staying 'woke'. It doesn't matter if the company itself has come out saying that they are apart of the the Republican political party but the actions do, and actions are all you need to convince consumers if your goals are really authentic. I will say that this news will cause a stir in which I'm sure was planned since what's the line?; 'Any publicity is good publicity'. Though the difference is that this publicity is going impact Toyota negatively on their reputation itself.

            I'm afraid that Toyota Motor Corp. will be challenged and lose some of business along the way. As a Toyota owner, that is saddening. But as apart of who I am in my LGBTQ+ community, I have to side against Toyota in this situation. Even if it was my decision, I would attest that we don't deprive our future generations and discourage the work, we as a generation, have put into making the world more open minded. Just because a younger, 'hotshot' like Starbuck 'exposed' Toyota for being 'woke', they should take that as a compliment: Not revoke the true values they want to exceed in a company. Are we really sure that Toyota's goals is to make a difference in the community in what they believe in? Or are they more worried about making money?  I would be loud and proud of my sexuality and everyone should have that right too. It's most definitely something to think about about Toyota's future reputation.

All the love in the world,

Sav:)