Toyota introduces a refreshed Fortuner and its TV AD takes it out of this world
The Toyota Fortuner has dominated the local SUV industry since it entered the South African market in 2005 because of its unrivalled style, off-road aptitude, and affordability. Due to its wide range of abilities, the Fortuner has established itself as South Africa's go-to SUV for almost 20 years.
In 2023, Toyota updated the Fortuner with features such as new 18-inch alloy wheels, a sleek front fascia with a catamaran-inspired design, and a bi-tone bodywork. The next-generation advanced active safety enhancements and intricate leather seats in black and maroon have also been included to mid- and high-grade models. The Fortuner's positioning has been imaginatively summed up as "the luxury of freedom" in recent years.
The Fortuner has distinguished itself over time thanks to its lifestyle features as well as its propensity for lengthy journeys and rough terrain. Toyota South Africa Motors (TSAM) gave FCB Johannesburg the following instruction while launching the updated model: "Develop a 360-degree campaign for the Fortuner that highlights its new and enhanced style, comfort, safety, and convenience."
Both FCB Johannesburg and TSAM noticed room for improvement in how the Fortuner was perceived by consumers. Tasneem Lorgat, Senior Manager of Advertising at TSAM, explains, "In a sea of endless advertisements that depict SUVs on off-road adventures, it was evident from the start that we wanted to go further.
Being a market leader, we were aware that the Fortuner could only rise by going "beyond. And what better way to set the Fortuner apart from other SUVs than to transition from off-road to extraterrestrial? stated Tian van den Heever, FCB Johannesburg's ECD. Van den Heever continues, "Moreover, watching the Fortuner travel across the varied landscapes of Mars merely further emphasises that it's actually able to face any environment.
Click here to view the most recent Toyota Fortuner TV advertisement
