In April 2019, Toyota unveiled the 2020 Highlander at the New York International Auto Show. It was a highly anticipated reveal of one of Toyota’s best-selling models, in one of the industry’s most competitive segments.
But what happens in the months between the 2020 Highlander’s reveal and its delivery to dealer showrooms? What does it take to get a vehicle manufactured, marketed, and sold to customers? And how do the thousands of team members across Toyota Motor North America collaborate to get it done?
Watch Becoming Highlander to find out.
In April 2019, Toyota unveiled the 2020 Highlander at the New York International Auto Show. It was a highly anticipated reveal of one of Toyota’s best-selling models, in one of the industry’s most competitive segments. But what happens in the months […]
Read MoreToyota Group Vice President and General Manager, Jack Hollis, introduces the 2020 Highlander to the world at the New York International Auto Show.
Read MoreUnder a tight timeline, TMMI trains its team members on assembling the 2020 Highlander, while still producing the 2019 version.
Read MoreAlongside its lead ad agency, Saatchi & Saatchi, Toyota plans a Highlander launch commercial to run during America’s most-watched football game.
Read MoreTo generate buzz for the Highlander, Toyota invites media to a national press preview. Meanwhile, Toyota’s region employees get a crash course in all things Highlander.
Read MoreAs start of production looms, a new leader takes the reins at TMMI.
Read MoreA commercial gets made in California, and Toyota’s marketing team gauges its impact.
Read MoreToyota customers finally experience the 2020 Highlander.
Read More
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