Toyota Service Advantage ramped up

Toyota is set to target new car buyers with a campaign focused on servicing costs. About to significantly ramp up the focus on its range-wide Toyota Service Advantage, Toyota will debut a first-time television campaign and launch wider online and other marketing of the initiative.

Now offered across Toyota's full range of passenger vehicles and light commercials, Toyota Service Advantage (TSA) is a program under which new vehicle buyers are given fixed price servicing for a three-year period. The servicing must take place at Toyota dealerships.

TSA was kicked off with the launch of the locally produced Camry and Aurion models in 2006. It was then rolled out in stages across the full Toyota range. The last vehicles added were the LandCruiser 70 Series range last year. To date the company has not widely promoted the program. That's about to change.

Toyota says it has identified TSA as a factor in new car buyers' considerations. It says it has already positively impacted customer loyalty at a parts and service level, but is also helping the carmaker build its already impressive rate of return buyers.

At a time when competition for private buyers dollars has never been tougher, the market leader is looking to leverage the advantage.

Toyota Senior Divisional Manager Sales and Marketing, Matthew Callachor, told the Carsales Network: "Our research shows that customers do view the Toyota Service Advantage offer as a real benefit. They comment on the security of a fixed price and the use of genuine parts.

"It's reassuring for drivers to know what standard scheduled servicing costs they will incur right from the outset of buying a vehicle," Callachor said.

"The program has shown good results in terms of service loyalty. We believe it will also helps us with our new car sales efforts,” he stated.

The TSA program covers the first three years or 60,000km of a new Toyota's life. Under the program, Camry and Aurion buyers are entitled to four standard scheduled services at a fixed price rate of $130.

All other Toyota vehicles include six standard scheduled services. The rates vary from $130 for a Yaris through to $350 for the Toyota Coaster bus.

Toyota's popular small car, the Corolla costs $130 for each service. Toyota says this delivers a saving of more than $500 over the six standard scheduled services covered by the TSA period.

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