Toyota's Airs New "It's Ready. Are You?" Campaign for the 2012 Camry

After a first round of internet spots that coincided with the unveiling of the new 2012 Camry sedan, Toyota is ready for the official launch of its marketing campaign named "It's Ready. Are You?", which was created by the firm's advertising agency of choice, Saatchi & Saatchi LA.

Toyota's new campaign focuses on the performance, safety, fuel economy and technological aspects of the seventh generation of the Camry, highlighting key product features and packaging such as the Entune infotainment system.

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Toyota to Face Three Sudden-Acceleration Related Trials in 2013

Toyota's sudden-acceleration woes are far from over as the company will have to face three trials in federal court in Santa Ana, California.

The first case is the one concerning the death of two people in Utah, which was dismissed 10 days ago due to a lack of jurisdiction. US District Judge James V. Selna reinstated the lawsuit today after the victims’ families re-filled their claims against Toyota. The trial is set for February 19, 2013.

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Court Dismisses First Sudden Acceleration Case Against Toyota Over Technicality

The sudden acceleration issue is still troubling Toyota, which has already paid $50 million in fines and recalled almost 8 million vehicles in the US alone in 2009 and 2010. The Japanese carmaker still has to face the lawsuits brought about by citizens and their families affected by the issue which, according to estimates, could cost the company as much as $10 billion.

However, the first sudden acceleration lawsuit lawsuit was dismissed by a federal judge who ruled that it should have been filed in Utah instead of California. The case is about Paul Van Alfen and passenger Charlene Lloyd, who were killed in 2010 when a 2008 Camry driven by Van Alfen hit a wall in Utah.

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Toyota Design Boss Says "Pump That Up," But the Company's Ads Say, "It’s a Car"

As we reported earlier this week, raffish-haired Akihiro Dezi Nagaya, Toyota’s global design chief, plans to implement a more aggressive design theme for the brand. “We have eliminated emotion. We need to pump that up” he said in an interview at the Frankfurt Auto Show.

Changing Toyota’s “quiet and non-offensive” image won’t be easy. Nagaya will be faced with challenges both from within Toyota, a company known for consensus-driven conservatism, and with the brand's consumer base. Nagaya recognizes that Camry buyers, for example, “don't want something too aggressive.”

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