In a marketing attempt to encourage millennials to connect with its brand, Toyota Japan has introduced 'Drive To Go,' which serves as a cafe, and a car rental dealership.
The Drive To Go concept was launched in Nagoya, near a university that's frequented by the target market of young people in their early to mid 20s. The interior of the space, offers a relaxing and modern place for the students to meet or study, serving sandwiches, salads, snacks and a variety of coffee and tea offerings. The brand hopes that the positive experience will encourage the guests to utilize the convenient car rental service, which enables guests to rent one of five car models, for just $10 an hour.
Key Themes Behind This Trend
- Cafe Car Dealerships
- Toyota's 'Drive to Go' concept combines a cafe and car rental dealership, offering a unique customer experience.
- Branded Experience Spaces
- Creating concept spaces that offer a relaxing and modern environment can attract and engage the target market, like Toyota's Drive To Go.
- Millennial Marketing Strategies
- Toyota Japan's Drive To Go concept is an example of a marketing strategy aimed at connecting with millennials through experiential offerings.
Where This Applies
- Automotive
- Car manufacturers can explore the integration of cafe spaces with car rental services to create unique customer experiences.
- Hospitality
- The hospitality industry can consider incorporating car rental services into their establishments to offer additional convenience and enhance the customer experience.
- Food and Beverage
- Cafes and restaurants can collaborate with car rental companies to provide food and beverage options within their car rental spaces, attracting customers with an added value proposition.
