TOYOTA SLOGANS OVER THE YEARS

LIST OF ICONIC TOYOTA SLOGANS

• “You Asked For It, You Got It” (1975-1979)
• “Oh, What a Feeling!” (1982-1997)
• “I Love What You Do For Me” (1989-1997)
• “The Car in Front is a Toyota” (1980s-2004) (UK market)
• “Everyday” (1997-2001)
• “Moving Forward” (2004-2012)
• “Let’s Go Places” (2012-Present)
• “Start Your Impossible” (2017-Present) (Parallel campaign)

Note: Some of these car slogans overlapped as Toyota used different campaigns simultaneously in different markets or for different purposes. The most iconic and longest-running was “Oh, What a Feeling!”

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YOU ASKED FOR IT, YOU GOT IT

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1975-1979

Toyota’s first major U.S. slogan positioned them as the customer-focused underdog. This was when Japanese cars faced skepticism. The campaign came with a promise: “Tell us what you want, and we’ll deliver.” It was revolutionary customer service thinking that helped establish Toyota’s reputation for reliability in American markets.

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OH, WHAT A FEELING!

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1982-1997

Perhaps the most iconic automotive slogan ever. But that can be debated. Born from a creative director watching his dog jump for a Frisbee, this campaign made people jump for joy in commercials. The “Toyota Jump” became a cultural phenomenon, with kids across America mimicking the move. It was the first time car advertising stopped talking about features and started selling emotions.

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I LOVE WHAT YOU DO FOR ME

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1989-1997

Launched during Toyota’s relationship era, this intimate slogan shifted from excitement to appreciation, creating a personal bond between customer and brand. Though some parents found it “racy,” it perfectly captured the 90s focus on customer loyalty. The campaign suggested that Toyota truly cared about individual needs.

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THE CAR IN FRONT IS A TOYOTA

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1980s-2004

An automotive campaign that was created for the island nation across the pond. This genius UK campaign used social proof marketing before it had a name. The ads told you to “Look around - everyone’s driving Toyota because they’re reliable.” Featuring mysterious plots and comedic foreign policemen, it helped Toyota break Ford and Holden’s dominance in international markets.

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EVERYDAY

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1997-2001

Set to Sly & The Family Stone’s “Everyday People,” this slogan positioned Toyota as your reliable daily companion. No drama, no excitement—just dependable transportation for regular folks. It emphasized Toyota’s place in ordinary life, suggesting their cars weren’t just for special occasions but for every moment that mattered.

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MOVING FORWARD

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2004-2012

Launched during Toyota’s launch of the Prius, this slogan emphasized progress and environmental responsibility. After major recalls in 2010, it became their rebuilding anthem. The campaign reflected Toyota’s commitment to advancing automotive technology while moving past challenges toward a sustainable future.

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LET’S GO PLACES

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2012-Present

The adventure begins! This current Toyota slogan shifted from corporate messaging to personal journeys. More than transportation, it’s about possibilities, exploration, and shared experiences. From Olympic sponsorships to social movements, “Let’s Go Places” became a lifestyle philosophy that fits everything from eco-friendly Priuses to rugged pickup trucks.

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START YOUR IMPOSSIBLE

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2017-Present

Toyota’s newest slogan runs parallel to “Let’s Go Places. The campaign focuses on overcoming challenges and making the impossible possible. Prominently featured during Olympic sponsorships, it represents Toyota’s commitment to accessibility, mobility solutions, and empowering people to achieve their dreams regardless of limitations.