Asked if the RB17 was step one in the direction of Red Bull changing into a totally fledged street automotive producer, Horner mentioned: “It’s the start of a journey. It’s an interesting starting point for us. You can never say ‘never’, but certainly this is a halo project for us.”
As probably the most modern F1 designer of his technology, one with 10 constructor championship titles throughout three groups to his title, Newey launched varied novelties to the game.
Asked if the RB17 will characteristic Newey specialities akin to a ‘blown diffuser’, Gray mentioned: “We internally generally confer with [the RB17] as ‘Adrian’s biggest hits’. There’s a variety of issues that individuals will recognise… He’s continually innovated on [this] automobile and he’s concerned in just about each side of design and engineering.
“Everyone looks at Adrian as an aerodynamicist by trade, but he’s also involved in everything from wheels, tyres, suspension, brakes, all the way through to engine.”
In a subsequent interview Newey expanded on the listing, telling Autocar, “It will be a skirted car, so flexible skirts – because we can – and clearly large ground effect tunnels, active suspension as it could be driven on circuits that aren’t as smooth as [F1 tracks] and we’re trying to avoid having very stiff suspension.“It will also have exhaust blowing, all the tricks that we’ve learned [in F1], in other words.”
The First-Ever Three-Row SUV Featured in a Marketing Campaign Focusing on Spaciousness, Design, and the Hybrid MAX Powertrain
PLANO, Texas (September 8, 2023) – Toyota unveils the highly anticipated 2024 Toyota Grand Highlander, the brand’s most powerful Midsize SUV to date, in their new marketing campaign called “Life’s Grander in the Grand Highlander.”
Lisa Materazzo, group vice president of Toyota Marketing at Toyota Motor North America, explains, “The campaign shines a spotlight on the first-ever 2024 Grand Highlander – the latest addition to Toyota’s bold SUV lineup. Featuring the Grand Highlander’s beautiful design and spacious interior, the campaign is inspired by the reality that life, with all its unexpected surprises, is pretty grand.”
To create a cohesive marketing approach, Toyota developed the integrated Grand Highlander campaign using its Total Toyota (T2) model. This model integrates efforts to encompass multicultural marketing and the mainstream market.
The “Life’s Grander in the Grand Highlander” campaign showcases a unified creative style across various spots.
In Conill Advertising’s spot titled “Labor,” directed by Sebastian Strasser, a family accompanies expectant parents to the hospital for the birth of a new family member. Thanks to the Grand Highlander’s spacious third row, even the baby’s godmother and aunt can join the ride.
InterTrend Communications created two spots for the campaign, directed by Bruce St. Claire. In the spot “Yes Day,” a family spends an unexpected day of fun in the Grand Highlander after their kids’ tutoring lessons are canceled. In “Grand Recruiting,” a family almost forfeits their cricket game due to a lack of players. The Grand Highlander saves the day by helping them pick up more teammates, including a last-minute recruit, international cricket star Unmukt Chand.
In Burrell Communications Group’s spot, “HBCU Tour,” a family’s college visit turns into a friendly competition between parents from rival colleges, trying to convince their son to choose their respective alma maters. In their spot, “Back There,” playful kids in the backseat of a Grand Highlander are playfully warned by their mom not to misbehave. The spots are directed by Kenya Barris, making his commercial directorial debut after a successful career in TV.
In the spot titled “Slamming Doors,” created by Saatchi & Saatchi, a teenager is picked up from school in a Grand Highlander. The annoyed teenager’s mood quickly changes when the whole family, including the grandma, starts singing together. Saatchi & Saatchi also created “Rescue Run,” a humorous spot where a family on their way home from a day at the lake turns around in their Grand Highlander to safely return a live fish their son was trying to keep in a leaking bucket. The spots were directed by James Rouse with Biscuit.
Media Placements
The “Life’s Grander in the Grand Highlander” campaign spans various media platforms, including linear TV, digital video, digital content, cinema, programmatic, paid social, audio, and search. It will be featured on high-profile Network Prime, cable, Prime Novelas, and sports programming, including Thursday and Sunday Night Football, Premium Soccer, and the Billboard Latin Music Awards. Digital content/video partners include Hulu, YouTube, MAX, Sensical, and Pandora. Partnerships with Bustle’s “Camp Romper,” Moveable Feast, Amazon, Uber Eats, and The Weather Channel are also part of the campaign. Paid Social will run on platforms such as TikTok, Meta, Snapchat, Reddit, LinkedIn, and Pinterest.
Viewers can watch the broadcast spots here. For images and credits, please click here.
About the 2024 Toyota Grand Highlander
The 2024 Toyota Grand Highlander is the latest addition to Toyota’s successful SUV lineup. It is available in three powertrains and three grades: the well-balanced 2.4L turbo gas engine, the efficient 2.5L hybrid, and the high-performance 362 horsepower Hybrid MAX. Designed by Calty Design Studios and assembled exclusively at the Toyota Motor Manufacturing plant in Princeton, Indiana, the 2024 Grand Highlander has a starting MSRP of $43,070 for gas engine models, $44,670 for the hybrid, and $54,040 for the Hybrid MAX powertrain.
The Grand Highlander Hybrid and Hybrid MAX support Toyota’s efforts to achieve a “Beyond Zero” future as part of the company’s diverse approach to carbon neutrality. Beyond Zero represents Toyota’s commitment to reaching carbon neutrality through its products, services, and operations while making a positive impact on the planet and society.
Key Features of the 2024 Toyota Grand Highlander Include:
Available in three powertrains with a spacious third row and ample cargo space
Hybrid and Hybrid MAX Powertrains for reduced carbon emissions
Powerful performance with a 362-horsepower Hybrid MAX system
Available tech features like Traffic Jam Assist, Head-Up Display, and Digital Rearview Mirror
JBL® Premium Audio system
Blind Spot Monitor (BSM) with Rear Cross Traffic Alert (RCTA)
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