After recently announcing its vehicle manufacturer sponsorship of the 2007 SEMA Show, Toyota says it will also use the show to debut two new Toyota brand vehicles, according to a story in the Detroit Free Press.
The announcement underscores the importance of the specialty-equipment market and enthusiast with the automaker.
“Frankly, how we judge our success at Scion and Tundra will not be how many vehicles we customize but how many vehicles are on the floor at SEMA in other peoples’ displays,” says Jim Farley, group vice president, marketing for Toyota Motor Sales.
In addition to the dual world premieres, Toyota will also feature its Lexus brand at the SEMA Show for the first time.
“The SEMA Show has been instrumental to the growth of the aftermarket business and the ever-expanding partnerships between automakers and aftermarket suppliers,” Farley adds. “SEMA is very important to Toyota and has become one of the key annual automotive events for us.”
Farley previously led Toyota’s Scion brand and is trying to bring that brand’s customization spirit to the Tundra. Through Scion, Toyota learned that customers want to customize their car at the dealership, but aren’t always aware that it’s possible.
So far, Toyota has roughly doubled the number of direct aftermarket parts it offers for the Tundra to 45. It hopes to increase that number by partnering with more aftermarket suppliers.
