Super Bowl LV

Toyota's Super Bowl commercial gives viewers exactly what they don't want, study says

Toyota's Super Bowl LV ad features the story of a Paralympian.

Photo courtesy of Toyota Motor Sales U.S.A. Inc.

By their own account, Toyota is sharing messages of hope, strength, and social responsibility during its Super Bowl LV ad. According to a new study conducted by DISQO, that's exactly what Americans don't want to see.

The 60-second spot, titled "Upstream", features Team Toyota athlete Jessica Long's long journey to success, which started when she was adopted by an American couple from a Russian orphanage. Soon after adoption, Long's legs would have to be amputated due to a rare condition.

Long is currently the second most decorated Paralympian in U.S. history. A five-second "billboard" within the ad encourages people to "think about the impact they have on those around them and follow Centers for Disease Control and Prevention (CDC) COVID-19 guidelines", according to a release.

Toyota Super Bowl Toyota's Super Bowl LV ad looks to strike a hopeful tone.Photo courtesy of Toyota Motor Sales U.S.A. Inc.

Toyota Super Bowl LV ad paralympics

DISQO surveyed 8,432 people in the U.S. on February 1 and 2 to dermine their level of excitement about the Super Bowl and the activities and activations surrounding the game. The study found that 31.8 percent of people are less excited about this year's Super Bowl than previous editions.

Further, 23 percent of respondents said that they would watch the Super Bowl with a smaller group this year due to the pandemic and 17.3 percent will watch at home instead of going out like they traditionally would.

Just 15.9 percent of those surveyed said that they want want to see Super Bowl ads discussing social issues. The vast majority (83.2 percent) want the ads to be funny and/or entertaining.

Only 35.1 percent of respondents said that they want to see Super Bowl ads ahead of the game. "Upstream", like GM's Norway-centric spot, was shown ahead of the Big Game.

Toyota's ad was created by Toyota's agency of record, Saatchi & Saatchi, in partnership with Dentsu and directed by Tarsem Singh. It will air in the first position in the commercial break before the two-minute warning in the second quarter.

Last year, Toyota showed off its new Highlander in a commercial starring Cobie Smulders that struck a less serious tone.

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Honda notified dealers of upcoming supply cuts.

Photo courtesy of American Honda Motor Co., Inc

Honda, like all major automakers today, is truly a global operation. Though it produces plenty of vehicles here in the United States, many of the components it relies on for manufacturing come from elsewhere in the world. That means Honda, like the other auto giants, needs its global supply chain operating smoothly in order to prevent disruption. Unfortunately for Honda dealers and potential customers, disruption is what's about to happen. The automaker recently sent a letter to its dealers, forecasting reduced vehicle supply in the coming weeks.


2021 Honda Ridgeline No. 19 - Honda Photo courtesy of American Honda Motor Co., Inc


The dealer letter, posted to the Civic XI forum and fan site, was dated August 25 and confirmed by a dealer upset with the development, according to Automotive News. In the letter, Honda cites the ongoing pandemic and microchip shortages as major factors impacting its production efforts. Total shipments to dealers could be cut by up to 40 percent, but not all models will be affected to the same degree.

The letter noted that supplies of the Pilot and Passport SUVs will hold steady, and shared that production of the Civic hatchback is on schedule. However, the situation is fluid and could change at any time, so there's a chance that timelines could speed up or slack off as necessary.


2022 Honda Pilot Some models will see more cuts than others.Photo courtesy of American Honda Motor Co., Inc


Honda is just the latest in a long line of automakers struggling to keep pace with demand in the face of several converging global crises. In an effort to keep vehicles rolling out of factories, General Motors has implemented selective feature cuts in some of its new vehicles, such as the removal of engine start/stop tech from some trucks and SUVs. Earlier this month, Ford Motor Company told Mustang Mach-E buyers to expect delays of at least six weeks as it grapples with the chip shortage, and will temporarily reduce production capacity at a few of its plants.

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Vehicle sales numbers

Toyota has sold over 50 million Corollas

Toyota has sold tens of millions of Corollas over the last 55 years.

Toyota

The Toyota Corolla entered its 12th generation in 2019, after more than 50 years on sale. Now, in 2021, the automaker says the car has reached another benchmark, this time with an almost unbelievable number attached to it. In Today, Toyota says that in July 2021, it sold the 50-millionth Corolla. That's almost one Corolla sold for every six Americans alive today, though the sales total includes international vehicles as well.


1969 Toyota Corolla The Corolla's frugal powertrain helped it grow quickly in the United States.Toyota


The Corolla debuted in 1966 but didn't make its way to our shores until spring 1968. Sold as a 1969 model, the car had a starting price of around $1,700 at a time when the median household income was $7,700. The first cars had a short-stroke 1,077-cc four-cylinder engine, 12-inch wheels, and a four-speed manual transmission. That powertrain produced only 60 horsepower, which was good for the car to (eventually) reach 60 mph in about 17 seconds.

Though the car's quality and design helped, it was the oil crisis in the early 1970s that really pushed it to the top of buyers' lists. Big American cars powered by V8 engines fell out of favor as fuel rationing and higher prices took hold. The early Corolla's fuel economy of over 35 mpg helped it earn a place in many Americans' driveways as a result.


2021 Toyota Corolla Cross 2021 Toyota Corolla Cross Photo courtesy of Toyota Motor Corporation


Toyota notes that it was building Corollas in the United States by the mid-1980s and says that the current generation car is built at its manufacturing facility in Mississippi. The automaker's new joint plant with Mazda, which is located in Huntsville, Alabama, will start building the new Corolla Cross this summer.

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