1. 2 3 Toyota Vehicle Delivery Enhancement October 16, 2007.
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Transcript of 1. 2 3 Toyota Vehicle Delivery Enhancement October 16, 2007.
Toyota Vehicle Delivery Enhancement
October 16, 2007
5
Agenda
Module One: The Business Case
Module Two: The Top Three Issues and Solutions
Module Three: Tools and Resources
6
Bob Carter, Group Vice President and General Manager, Toyota Division
8
The Business Case
798821
833840840841843845
848848851853
857863
867868
874877
897903905
929
859
700 750 800 850 900 950
Total Non-Premium
MINIBuick
SaturnMercury
GMCChevrolet
FordHonda
PontiacHyundai
ToyotaJeep
ScionChrysler
VolkswagenDodgeMazdaNissan
KiaSubaruSuzuki
Mitsubishi
Delivery Process Ranking by Nameplate
Source: 2007 J.D. Power and Associates Sales Satisfaction Index StudySM
9
The Business Case
Note: 2001-2005 IQS2 Data
2001 2002 2003 2004 2005 2006 2007
Initial QualityToyota vs. Competitors
Source: 2001 - 2007 J.D. Power and Associates Initial Quality StudySM
Note: 2006-2007 IQS3 Data
-90%
-80%
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
Industry Avg
Bet
ter
Wo
rse
P/1
00
10
The Business Case
Note: 2001-2005 IQS2 Data
2001 2002 2003 2004 2005 2006 2007
Initial QualityToyota vs. Competitors
Note: 2006-2007 IQS3 Data-90%
-80%
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
Industry Avg
Bet
ter
Wo
rse
P/1
00
Source: 2001 - 2007 J.D. Power and Associates Initial Quality StudySM
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The Business Case
Toyota PP100 based to Previous Vehicle
3.11
1.82
4.49
2.27
3.06
1.160.97
1.791.43
2.3
0
2
4
6
WindshieldWipers DTU
Rear WipersDTU
Cruise ControlDTU
Front AudioControls DTU
HVACControls DTU
Domestic Conquest
Toyota Loyal
38% of Toyota buyers previously or currently own
a domestic vehicle
12
The Business Case
14
Agenda
Module One: The Business Case
Module Two: The Top Three Issues and Solutions
Module Three: Tools and Resources
15
Customer Comments
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Cruise Control
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Cruise Control “Word Tracks”
Understand• Do they use cruise control?
• Where was it located on their previous vehicle?
• Was it steering-wheel mounted?
Show and Let the Customer Try • On and off
• Set cruise speed
• Increase and decrease speed
• Resume
• Cancel
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Cruise Control “Word Tracks”
Say • In this vehicle the cruise control is located right here.
• See how it has its own dedicated stalk?
• It’s very intuitive and you’ll find it very easy to use.
Confirm they understand how to use the feature and ask if they have questions.
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Cruise Control Demonstration
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Wiper & Washer Controls
Research shows of those reporting that Front/Rear Wipers are difficult to understand or use in Toyota vehicles, 53% say the controls are complex or confusing
Source: 2007 J.D. Power and Associates Initial Quality StudySM
23
Wiper & Washer Controls
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Wiper & Washer Controls “Word Tracks”
Understand• What kind of vehicle were they driving before?
• Where were the wiper controls located on that vehicle?
• Does their new vehicle have front only or front and rear wipers?
Show and Let the Customer Try• Low and high speed settings
• Intermittent wiper setting
• Front washers
• Rear wiper wipe and wash
25
Wiper & Washer Controls “Word Tracks”
Say• The wiper and washer controls are located on the right
side of the steering wheel.
• One of the things you’re going to notice about your Toyota is that the controls might operate a bit differently than what you’re used to. (Domestic or European Vehicle Owners)
• Moving the stalk downward to activate is very comfortable; the wipers are very ergonomic and easy to get used to.
Confirm they understand how to use the feature and ask if they have questions.
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Wiper & Washer Controls Demonstration
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HVAC
Research shows of those reporting issues with HVAC, the majority say the controls are difficult to understand or use
This is especially true when the vehicle is equipped with dual automatic climate controls (like the Camry and RAV4)
Source: 2006 & 2007 J.D. Power and Associates Initial Quality StudySM
28
• Dual Zone. Many customers have never had the ability to set a different temperature for the driver and passenger.
• Dual Zone. Many customers have never had the ability to set a different temperature for the driver and passenger.
• Continuous illumination of the A/C button in “Auto” mode. Customers may be confused because the light remains on regardless of temperature setting (i.e., even when set at 80°).
• Continuous illumination of the A/C button in “Auto” mode. Customers may be confused because the light remains on regardless of temperature setting (i.e., even when set at 80°).
RAV4
1
2
• Micro dust/pollen filter. This feature is not widely offered and customers may not be familiar with the international symbol used to activate that feature.
• Micro dust/pollen filter. This feature is not widely offered and customers may not be familiar with the international symbol used to activate that feature.
3
1
2
3
1
Toyota RAV4 LTD
29
Camry
• Continuous illumination of the A/C button in “Auto” mode. Customers may be confused because the light remains on regardless of temperature setting (i.e., even when set at 80°).
• Continuous illumination of the A/C button in “Auto” mode. Customers may be confused because the light remains on regardless of temperature setting (i.e., even when set at 80°).
1
• Fan Speed. The operation for increasing/decreasing fan speed may be different than what the customer is used to.
• Fan Speed. The operation for increasing/decreasing fan speed may be different than what the customer is used to.
4
3
• Dual Zone. Many customers have never had the ability to set a different temperature for the driver and passenger.
• Dual Zone. Many customers have never had the ability to set a different temperature for the driver and passenger.
4
• “Recirc” automatically illuminates. Customers may be confused by the automatic illumination of the “recirc” light when the system is adjusted to the lowest temperature.
• “Recirc” automatically illuminates. Customers may be confused by the automatic illumination of the “recirc” light when the system is adjusted to the lowest temperature.
2
3
1
2
Toyota Camry XLE and Hybrid
30
Tundra
• Fan speed control knob. Customers may have difficulty locating the fan speed control knob because it is set apart from the other HVAC controls.
• Fan speed control knob. Customers may have difficulty locating the fan speed control knob because it is set apart from the other HVAC controls.
1
• Dual Zone/Sync. Many customers have never had the ability to set a different temperature for the driver and passenger. In addition, they may not understand the term “Sync.”
• Dual Zone/Sync. Many customers have never had the ability to set a different temperature for the driver and passenger. In addition, they may not understand the term “Sync.”
2
1 2
Toyota Tundra SR5
31
HVAC
32
HVAC “Word Tracks”
Understand• Did their previous vehicle have manual or automatic
climate control?
• Have they ever owned a vehicle with dual zone temperature controls?
Show and Let the Customer Try• Automatic feature
• Set Temp (fan/mode automatically adjusted)
• Modes: defrost, floor, dash-level
• Dual feature – sync/separate
• “Recirc”
• Micro Dust/Pollen Filter
33
HVAC “Word Tracks”
Say• You’re going to enjoy the auto climate control on your
vehicle; you just set the temperature you want and it automatically adjusts to achieve that temperature.
• The AC light comes on whether you’re heating or cooling your car. This is normal; it helps remove moisture from the air and helps prevent your windows from fogging.
• When you adjust the temperature to the coldest setting you will see the “recirculation” button illuminate. That’s how it is supposed to work, because the system is being efficient and closing off the hot air from outside. In addition, it helps remove moisture from the inside air.
34
HVAC “Word Tracks”
Say, cont. • Another thing you may not be familiar with is the
“Micro Dust/Pollen Filter” feature. This closes off the outside air and helps clean and filter the air within the car.
• When the “Dual Zone” light is on, your passenger can set a different temperature. To synchronize the temperature for the entire cabin, simply press the dual button to turn it off.
Confirm they understand how to use the feature and ask if they have questions.
35
HVAC Demonstration
36
Activity - Practice
Break into teams of two
Practice presenting one of the top issues discussed:• Cruise Control
• Wiper & Washer Controls
• HVAC
Use your job aid and incorporate at least one new “word track” presented today
Debrief
37
Agenda
Module One: The Business Case
Module Two: The Top Three Issues and Solutions
Module Three: Tools and Resources
38
www.Toyota-eShowroom.com
39
40
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42
www.TOYOTAiGUIDE.com
43
www.ToyotaOwnersOnline.com
44
Quick Reference Guide
45
Call to Action
Why is this initiative important?• Key competitors are improving and closing the quality gap with
Toyota.
• Research shows that this can be attributed, in part to an inadequate explanation of features/controls.
• 38% of Toyota buyers previously owned or currently own a domestic vehicle.
• Conquest customers are unfamiliar with Toyotas and reporting more problems than loyal customers.
• Unfamiliarity leads to perceived quality issues.
What’s In It For Me? • Decrease perceived quality issues.
• Satisfied customers.
• More sales leads and repeat/referral customers.
46
Call to Action
How can I help?• Review the three top issues during vehicle delivery:
Cruise Control, Wiper & Washer Controls and HVAC.
• Conduct a thorough vehicle delivery:– Make sure customers are familiar with their vehicles and
how key features function.
– Demonstrate key features and let the customer “try it” during vehicle delivery.
– Confirm that they understand.
When?• Start now!
• Continue throughout the year.
47
Final Thoughts