2HD
05-22-2001, 06:52 PM
Jackson demands Toyota fire Saatchi & Saatchi
ARLENA SAWYERS
Automotive News
May 22 -- Civil rights leader Jesse Jackson is demanding that Toyota Motors Sales U.S.A. Inc. fire its advertising agency and come up with a plan to include minorities in its retail and corporate organizations or face a nationwide boycott.
At a press conference in Detroit on Tuesday, Jackson accused Toyota and its agency, Saatchi & Saatchi of Los Angeles, of racial and cultural insensitivity.
The companies have come under fire for a postcard that was designed by Saatchi and used by Toyota in marketing which targets 18- to 34-year-olds. The postcard features a small, gold sport-utility on the tooth of a black man. Saatchi created the postcard and two others to promote Toyota's RAV4.
The postcards were given away in venues frequented by young adults, such as nightclubs and bars.
Toyota spokesman Mike Michels said neither Toyota nor Saatchi had any intention of creating negative or stereotyped imagery and further that both companies extend apologies to anyone offended by the promotional item.
Jackson is scheduled to meet with Toyota Chief Administrative Officer Doug West, other senior Toyota managers, and at least one representative of Saatchi on Wednesday, Michels said.
Jackson said he is in discussions with ministers and community leaders in Detroit, Chicago, Los Angeles, San Francisco, Washington, Atlanta and Houston about boycotting Toyota and setting up informational pickets at Toyota dealerships if the matter isn't resolved.
Michels said finding a new advertising agency is not the solution. He said the problem was the process.
He said the campaign was so small and targeted that Toyota senior managers did not review the postcard. Adding to the problem, Michels said, was that managers who did see the campaign saw it in sketch form and the ethnicity of the model was not identified.
The card was removed from the campaign after senior Toyota managers recognized that its message could offend some audiences, he said.
Jackson also criticized Toyota for not having enough minority-owned dealerships. He said the company lacked a plan to include minorities in other aspects of its organization, including advertising, legal work and suppliers.
Michels defended the automaker's record on minority dealership appointments. He said the number of minority-owned Toyota and Lexus dealerships has increased by more than 20 percent since 1998. Minorities own 61 of the 1,390 Toyota and Lexus dealerships, he said.
ARLENA SAWYERS
Automotive News
May 22 -- Civil rights leader Jesse Jackson is demanding that Toyota Motors Sales U.S.A. Inc. fire its advertising agency and come up with a plan to include minorities in its retail and corporate organizations or face a nationwide boycott.
At a press conference in Detroit on Tuesday, Jackson accused Toyota and its agency, Saatchi & Saatchi of Los Angeles, of racial and cultural insensitivity.
The companies have come under fire for a postcard that was designed by Saatchi and used by Toyota in marketing which targets 18- to 34-year-olds. The postcard features a small, gold sport-utility on the tooth of a black man. Saatchi created the postcard and two others to promote Toyota's RAV4.
The postcards were given away in venues frequented by young adults, such as nightclubs and bars.
Toyota spokesman Mike Michels said neither Toyota nor Saatchi had any intention of creating negative or stereotyped imagery and further that both companies extend apologies to anyone offended by the promotional item.
Jackson is scheduled to meet with Toyota Chief Administrative Officer Doug West, other senior Toyota managers, and at least one representative of Saatchi on Wednesday, Michels said.
Jackson said he is in discussions with ministers and community leaders in Detroit, Chicago, Los Angeles, San Francisco, Washington, Atlanta and Houston about boycotting Toyota and setting up informational pickets at Toyota dealerships if the matter isn't resolved.
Michels said finding a new advertising agency is not the solution. He said the problem was the process.
He said the campaign was so small and targeted that Toyota senior managers did not review the postcard. Adding to the problem, Michels said, was that managers who did see the campaign saw it in sketch form and the ethnicity of the model was not identified.
The card was removed from the campaign after senior Toyota managers recognized that its message could offend some audiences, he said.
Jackson also criticized Toyota for not having enough minority-owned dealerships. He said the company lacked a plan to include minorities in other aspects of its organization, including advertising, legal work and suppliers.
Michels defended the automaker's record on minority dealership appointments. He said the number of minority-owned Toyota and Lexus dealerships has increased by more than 20 percent since 1998. Minorities own 61 of the 1,390 Toyota and Lexus dealerships, he said.