Toyota Urban Cruiser and Next Generation Verso Pan European Launch

Location: Baden-Baden, Germany
Delegates: 4500
Audience: Retailer Sales Teams from across Europe
Client: Toyota Motor Europe

Having already worked on a large scale European launch for Toyota Ignition were the obvious choice to organise another pan-European event, this time for the launch of the brand new Urban Cruiser and next generation Verso models. The programme ran for seven weeks and formed an integral part of Toyota Motor Europe’s support for its key car launches of 2009.

To ensure effectiveness, Ignition worked tirelessly to design practical workshops and memorable drive routes. The Toyota Urban Cruiser was put through its paces in the famous Schwarzwaldhochstrasse, or Black Forest High Road and at the Iffezheim Horse Race Course, Ignition built a replica of an urban environment to put the car to the test in the widest range of ‘real world’ challenges.

The new Toyota Verso’s driving dynamics were explored at the LUK Driving Centre in Baden, while the nearby autobahn allowed delegates to compare Verso with its competitors at higher speeds. Interactive workshops demonstrated the class leading flexibility and seating arrangements by bringing to life its core strengths.

Ignition also delivered a suite of blended training materials including e-learning, DVDs and printed product guides to support the launch.