The word is positive
A vitz is not a car – How consumers brand
12Jan2010 Filed under: Business, Global, Society, world view Author: alkags
The Toyota Vitz has turned out to be unfavourable in Kenya
If anyone ever doubted that branding matters and that it is done – not by the brand manager but by the people – then one needs to visit twitter and search for #avitzisnotacar.
“you change gears in a vitz like you change in a mountain bike.”
“How to paint a Vitz, dip in a buchet once and dry in the shade”
“Forget having sex in the back seat, there’s no space in a votz to masturbate!”
“What did the parking space say to the vitz? Is it in yet?”
“Vitz to Mr. Bean’s mini: What kind of hummer are you? H3 or H4?”
And so it goes. It doesn’t matter that the world is going green and that smaller cars are more favourable or that the Toyota Vitz itself has enourmous pluses – not least of which is passenger space inside it and excellent stability while driving. All that it boils down to is that you would rather drive a Toyota IST, a mini, a VW Beetle – a bike even, just not a Toyota Vitz unless you are a young girl (preferably mostly blond – not the hair, the stereotype). It doesn’t even matter, what its designer, Sotiris Kovos thought as he designed it.
All that matters is that in today’s world, branding is done democratically by the consumer.
I want a vitz.
PS: Benda Kithaka, Toyota East Africa, posted Comments from Toyota re: the Vitz, as below. Any Answers for her?
Hi Al Kags,
Its interesting that the comments here leave one to believe that the Vitz is imported directly by Toyota East Africa [TEAL]. At TEAL we sell the Toyota Yaris; An equally compact vehicle, that is much more technologically advanced than the Vitz; great fuel efficiency, great safety features and lots of room; with a tropicalised chassis for Kenyan Roads. we have a unit for 1.3 M. if anyone is interested in a brand new off the showroom Toyota Yaris…
Am thrilled by the comments on your blog, and am interested to know what people think of the other Models of vehicles under the Toyota Brand.
To start us off, how about comments on the Hilux Pickups range, Toyota Corolla – 10th Generation; or the Camry for that matter?
29 Responses to “A vitz is not a car – How consumers brand”
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About Al Kags
Al Kags is a poet and writer based in Nairobi Kenya. He is the Author of the Book - Living Memories (http://living.alkags.com), a collection of true stories narrated to him by ordinary people who lived in the extraordinary times of the 1950s.
As a poet, Al Kags has published the Quarterly Colour Series of Poetry, a series of ebooks since 2009, which have been read by over 1,000,000 people around the world and which are contributed to by people from all over the world.
For his day job, Al Kags is an acclaimed Marketer and project Manager.
Kip
January 12th, 2010 at 5:58 pm
Very funny! but real. I have always shared the same thought with myself. Vitz is not a real car! its an experimental that got out of the lab prematurely!
Vee
January 12th, 2010 at 8:15 pm
Incidentally if the Brand Manager for Toyota knew any better they would use these hilarious comments as insights for an Ad campaign… consumers much appreciate being understood rather than being told.
kib
January 13th, 2010 at 3:14 am
I own a vw passat, a freelander and a vitz. To be honest u have to drive a vitz to appreciate it. Its one nippy vehicle and i like the way it drives. when u use it occasionally it is hard to let go
Phyrro
January 13th, 2010 at 6:05 am
A VITZ is a super car…funny comments above on making out and all. If you are looking for convenience…a Vitz will do. Its Cute, petite….vulnerable and easy to run around. When you are looking for a parking space you often think you found one until you try and drive in and a Vitz is gracefully parked there….
Lucy Odhiambo
January 13th, 2010 at 7:27 am
Kags,
This is funny. And so true. Isnt a vitz is Toyota’s imported accident!?!
alkags
January 13th, 2010 at 7:48 am
Lucy,
Actually it wasn’t and accident – it was their foray into the affordable green cars a la smart car, you know?
diana
January 13th, 2010 at 8:27 am
The vitz is a victim of car wars- battle of the sexes!
theres this old “joke” about women drivers …how we drive, park, etc.. its so bad that when someone commits a stupid traffic offense, the general comment is “must be a woman driver”
well, that is just one extreme side of the stereotype, the other side, seems very much like a joke and is quite subtle in its assault
its the developed stereotype of the womans car or what should.. with sexist remarks such as that is a chic’s car…
it started off with the starlet and whenthe vitz arrived it was the new starlet so to speak..
men love to hate the vitz as its the epitome of feminism and they wpuld rather be seen dead than in a vitz, albeit its fuel friendly, has great potential to be supped with mudguards and spoilers and look very masculine..etc.
since grown.. and in defence of their sex, we make it our business not onlyy to AFFORD bigger cars, but also drive tougher , more manly cars! this I say, as I cringe, because who defined cars as manly?!
So as I start the search for my first car, I keep thinking, Volkswagen Polo Bluemotion 1.4 TDI, voted by Britain in ’07 as the greenest car of the year! (The BlueMotion manages an amazing 74 miles per gallon and the CO2 emissions of the 1.4 TDI, at a meagre 99 g/km, fall into the much-sought ECO Band A.)
but every man i mention this to, keeps saying, why not look at the VItz, it would suit you better! its a chic’s car!!!
Even if id originally have settled for the VItz, the poor car has fallen victim to “i have too prove these men wrong” and I’m not sure im alone in thinking this way!
Mike
January 13th, 2010 at 1:29 pm
I drive a Vitz RS – a somewhat bigger model of the Vitz with a 1300 cc engine. Most people who describe the vitz as a small car are usually very surprised at how roomy it actually is when i give them a lift. Most of my friends thought that the vitz is not a conventional car for a man. Then again none of my friends help me with fuel costs or car maintenance, so I am not beholden to them in my choice of car. (Incidentally none of them have ever declined a lift in it). Like any other car, the vitz has its shortcomings – it may not be much in the way of a fashion statement, may not able to take a lot of load and it may be little slow in accelerating – but if light travel and town running are the thing for you, its the perfect car. It is relatively affordable, very efficient on fuel (VVTI technology) and not expensive to maintain.
Benda
January 13th, 2010 at 2:03 pm
Hi Al Kags,
Its interesting that the comments here leave one to believe that the Vitz is imported directly by Toyota East Africa [TEAL]. At TEAL we sell the Toyota Yaris; An equally compact vehicle, that is much more technologically advanced than the Vitz; great fuel efficiency, great safety features and lots of room; with a tropicalised chassis for Kenyan Roads. we have a unit for 1.3 M. if anyone is interested in a brand new off the showroom Toyota Yaris…
Am thrilled by the comments on your blog, and am interested to know what people think of the other Models of vehicles under the Toyota Brand.
To start us off, how about comments on the Hilux Pickups range, Toyota Corolla – 10th Generation; or the Camry for that matter?
Vee
January 13th, 2010 at 3:27 pm
@ Benda I stand corrected on the issue of Toyota EA being the distributors of Vitz…
However what I think this whole discussion is missing is the point that there is interest in the Vitz or Yaris or all the other small fuel efficient car… whether it’s negative or positive there is opportunity for the marketers to read into the perceptions of the consumers hence “How Consumer’s Brand”.
We need to reach the point where we get into “Engagement Advertising” which to me means Marketers are talking to the consumers the way they’d prefer to be understood rather than sitting up in creative brainstorm sessions guessing what they would like.
I have a feeling the whole “Karibu Member” or “Dirt is Good” campaign is the beginning of the old school type advertising where it is told like it is… and we believe it. So how about “A Vitz is not a Car” campaign because it is more than just a vehicle to get you from point A to B but it is affordable, fuel efficient, convenient, small, cute, and park-able…
alkags
January 13th, 2010 at 3:34 pm
A vitz is not a car…it’s an experience…How can brands leverage “word of mouse” or social buzz…
- Mbugua Njihia
Josiah
January 13th, 2010 at 6:31 pm
I wouldn’t be too worried or bothered about the #AVitzIsNotACar tweets.. I think it’s mostly friendly banter and some of them are absolutely hilarious
and creative.
I think the RS modification is pretty cool.
Regarding other Toyota models locally available from Toyota EA -> I positively love the Camry just that it is out of my reach for the moment.
unlikely
January 14th, 2010 at 9:15 am
lol @ ‘tropicalized chassis for Kenyan Roads’ I’d love to hear the spin on that one.
The Yaris is the Vitz, in much the same way that the Mitsubishi Pajero is the Mitsubishi Montero or Mitsubishi Shogun in different markets.
KW
January 14th, 2010 at 10:31 am
Benda,
Isn’t it slightly misleading to say that “Toyota EA don’t sell the Vitz, we sell the Yaris”, when Yaris and Vitz are essentially the same car sold in different markets?
Toyota EA never sold the previous Vitz/Yaris (SCP10, SCP13 et al), but do sell the current Yaris/Vitz (KSP90, NCP91, SCP90 etc).
Same basic car, different markets, different names. The same car that is a Vitz in Japan is a Yaris in Africa/Europe.
Mblayo
January 15th, 2010 at 10:17 am
A vitz is not a car – it’s a cross between a lawnmower and a mkokoteni – except they are bigger! LoL
Kenyanchick
January 15th, 2010 at 11:40 am
“Word of MOUSE?”
Soud Hyder
January 16th, 2010 at 2:56 pm
Differences between the Yaris and Vitz are superficial. We can all concur that essentially there are one and the same vehicle type/model e.t.c. Good to see how negative sentiment turned into positive sentiment on the comment threads. My two cents of advise to TEAL is ‘embrace social media, don’t fight it’. I see far more Vitz’s on the road than Nissan March, Mini Cooper, Maruti, Suzuki Swift e.t.c. Now all these drivers believe its a car, why the big fuss, ride on the buzz generated as suggested by someone. I’m sure some of the people tweeting own Vitz’s and like them, they’re just joining in the ‘mchong’oano’ culture deeply rooted in them.
Safarigal
January 25th, 2010 at 10:05 am
word of mouse… twitter? me thinks.
I personally like the vitz, and yes you need to drive one to actually appreciate it.
Temitope
January 25th, 2010 at 1:32 pm
I’ve not seen the vitz but have driven the yaris and it’s a sweet car, all in all, feminine or not. It’s good for nigerian roads too.
Bryo
January 25th, 2010 at 5:25 pm
I’ve seen both the Vitz and the Yaris and the only difference I noted was the names. Although my observation was not scientific, the Wikipedia link supports it. I wonder why TEAL is engaging in wordplay. Vitz == Yaris
Benda
January 26th, 2010 at 9:02 am
Hey, Hi All,
am actually thrilled at the kind of feedback i have received on this blog. to be honest, i find the conversation really interesting because after all the ‘mchongoano’, i know and believe that a Vitz / Yaris is a great car. gauging from the feedback here, and also; ask anyone driving it and they will tell you how much it makes them happy – in all aspects… Infact, am writting the guys in Japan to see if we can bring more vehicles Sub – Compact vehicles in Kenya… cos clearly the Vitz has taught us that our consumers need them.
that said, its important i clear the air about ‘tropicalized vehicles’ – in essence, what happens with Toyota – as is with any other vehicle maker worth their salt – is that we have vehicles made for specific markets – eg. the Yaris for Africa region; and Vitz for Western / Eastern Europe and Japan markets.
key differences in these vehicles is that the tropicalised vehicles are optimised for the market conditions in which they will be used; say in kenya – our TEAL vehicles meet kenyan Fuel Type, Ground Clearance, Suspension type, Air Filtering Systems [dust conditions in Kenya is definately different to that in Japan]… things that make a difference in the customer to enjoy the vehicle in the market of operation; As you all may know, the fuel, road conditions, terrain in Kenya is different than that of say Japan. thus the need to have the vehicles ‘tropicalised’.
once again, thanks guys for making this a really fun interaction. am always happy to engage you in such healthy discussion… and to all the Toyota Lovers out there, enjoy your Vitz, and all the other models we have to offer!
Ps. am still awaiting feedback on the other models we have to offer… Josiah, thanks for your comment on the Camry; will talk to the guys about our pricing strategies…
good day y’all; enjoy your Toyota Today!
Benda
Mwangi
January 26th, 2010 at 7:38 pm
It’s baffling to me that the marketing manager at Toyota is only now realizing that Kenyans (except those who get their fuel paid for by the GoK) need and want small fuel efficient cars.
We have two key characteristics, (1) we are a poor country so we can’t afford very much and (2) we are a country of entrepreneurial strivers so we recognize the value/productivity enhancements a car can provide.
I have a friend who bought a turbo ex-Japan mitumba and the fuel cost just about killed him. He had dreams of ripping out that fuel guzzling turbo charger.
As we’ve seen over and over again, whoever comes out with a moderately priced exceptionally fuel and maintenance efficient new vehicle will sew up the market. (All this talk about tropicalized etc won’t cut it.)
That said, I’m glad you’re corresponding, really corresponding (i.e. 2-way) with your consumers. You need to embrace these social media.
-Mw
Mbugua Njihia
January 26th, 2010 at 8:13 pm
@kenyanchick
@safarigal
yes, word of mouse…if you had to click it to say it then its word of mouse, ala twitter, fb etc
http://www.avitzisnotacar.com
SamBaxa
January 26th, 2010 at 8:56 pm
Benda,
I am so happy to see that TEAL is so responsive. Frankly, you should know that we would like to come in and buy cars from Toyota but the pricing is really geared for corporate buyers – not us. The rest of us are relegated to buying refabs from Japan – and you are to blame (well TEAL is, not you personally).
If you had better prices, you would see more of us there… Your sales people though do need to be as responsive as you. I came over there and the gentleman just couldn’t be bothered to speak to me for 2 minutes and answer my questions.
But your new competition Cherry Motors had time. Whats interesting is that I am the buyer for my organisations and we were in the market for an SUV…
Re: Comments on your other cars, I truly HATE the new Landcruiser. That front light thing doesn’t do it for me… I love the new Corolla though… Its very nice – pity you dont do more automatics (or is that part of the tropicalisation?)
What is tropicalisation by the way – you didnt quite explain what it is….. you just said why…. What do you actually do to the cars? (maybe your engineers can tell us?)
PS: Thanks Kags…
Mwas
January 26th, 2010 at 9:00 pm
yenyewe, you guys a vitz is not a car. Lakini that Yaris that Toyota sells is way worse… Didnt feel stable on the road, no real power and its ugly… at least the vitz has the looks…
Miss Benda, great that you are here talking to us in an honest manner… more marketing people should… Lakini that story of tropicalising… it sounds to me like just a story… My sis bought a vitz and its working perfectly – as do most of the toyotas in the country – which were not bought from TEAL…
People want vitz not yaris… can you get it?
Bob
January 27th, 2010 at 3:45 pm
Brenda and to all the rest you, a vitz is definately not a car…infact the only true car in the world is a BMW…i am sure those who have driven any of thier models will attest to that
a vitz? how did that get of R& D into production? and don’t we find it strange that when this Japs decide to flood the market it’s with one brand, how many remember the mitsubishi galants that we were imported enmasse in 2003-2005?
SupremeGREAM
January 29th, 2010 at 4:21 pm
@Mwas, Yaris=Vitz! Its the same car, just a different name. The Yaris is name given to the model to be sold in European, American & African markets. The Vitz is the Asian model. They have same chassis, same engine. But what Toyota East Africa is selling is a new model year 2009/2010 while most of the used car yards are selling year 2000/2001/2002/2003/2004 models
Kenneth Wameyo
February 5th, 2010 at 5:06 pm
Toyota Vitz models will not be affected by the current Toyota recall because bicycle pedals do not get stuck the way that accelerator pedals do….
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