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Toyota apologizes to Chinese consumers for improper ads
Japanese car maker Toyota Thursday apologized to Chinese consumers for running advertisements that many Chinese complained were aimed at humiliating them and domestic industry.
The advertisements, for two new types of cars – Prado GX and Land Cruiser – had drawn widespread indignation and criticism from China’s netizens, who see them as a deliberate act by the Japanese car firm to insult the Chinese. The two ads, which ran in the latest issue of Auto Fan, a Beijing-based monthly, look harmless enough at first glance, but many Chinese readers said they were furious at the implied message of Japanese superiority relayed by the advertisements.
The first ad shows a Toyota Land Cruiser pulling a broken-down truck, which looks similar to a Chinese military vehicle, up a rocky incline. The suggestion, according to critics, is that Japanese SUVs are more durable than China’s military equipment – a statement sure to draw heated remarks in China, considering Japan’s military past in the region.
Controversial Japan ads draw Chinese anger
Last December, the State-owned magazine Auto Fan published an advertisement for Toyota, showing one stone lion saluting and another lion kowtowing to a Prado, with the slogan: “You have to respect Prado.” In Putonghua, Prado is translated as Ba Dao, which means “high handed” or “supremacy”.
From this case, we can see the importance of ethical trends. There is no doubt that ethic is becoming increasingly important in contemporary society. Ethics are vital to the foundation of sustainable business relationships. According to International Ethical Business Registry, there has been a dramatic increase in the ethical expectation of businesses and professionals over the past 10 years. As a result, in marketing strategies, more emphasize should be drawn on ethical issues. Especially in a multi-culture world, a simple misunderstanding could cause severe trouble. Therefore, before marketing development or product development, certain research are necessary to make sure whether the product is appropriate for the targeting market.
It is also very critical to identify the characteristics of the potential customers. If Toyota’s case occurred in a western country, maybe it would not address such a huge problem. However, it chose to annoy the Chinese. Based on history of WWII, it is not surprise that the ad will cause such an unethical problem.
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