iQ Pan-European marketing presentation

1. iQ Pan-European marketing presentation Serge Gachot Product Communications, TME

2. iQ. Radical thinking.

3. iQ answers the needs of modern lifestyle • By 2015, 70% of the European population will live in urban areas • iQ answers the needs of progressive and modern lifestyle • iQ reflects Toyota’s environmental leadership

4. A+B segment is the biggest in Europe • Segment mix forecast ’08 – Total Europe PC market • Others • LCV 9% 4% • A + B 30% • Premium 15% 8% • SUV 10% 24% • MPV • C • Source: TME

5. Opportunity for New Small Car segment definition • Individuality • New Small Car Segment • Style, Performance • Economic • A-Segment • B-Segment • All-round use

6. New customer segmentation with 11 groups falling into 3 broad categories • “Practical” dominated • “Fashion” dominated • “Fun” dominated Big brother generation Smart achievers Red Bullgeneration Living.com Easy riders Play or Playstation Because I’m worth it New Yuppies Responsible socialites Rock steady Timberlanders

7. New customer segmentation with 11 groups falling into 3 broad categories • “Practical” dominated • “Fashion” dominated • “Fun” dominated Big brother generation Smart achievers Red Bullgeneration Living.com Easy riders Play or Playstation Because I’m worth it New Yuppies Responsible socialites Rock steady Timberlanders

8. iQ targets new-to-Toyota customers • New Yuppies: • Expressing their individuality is key • Style and design are their most important consideration • Responsible socialites: • New experiences and challenges are prominent needs • Fashion-oriented and wanting to demonstrate good taste

9. iQ will contribute to Toyota primary brand enhancement Quintessence Halo effect iQ to conquest customers that will reinforce the positive and aspirational image of the brand

10. iQ is already perceived as a unique product proposition i pour intelligence

11. Unconventional launch approachObjectives • Maximise the impact of iQ on the market • Sell 80,000 units annually • Build affinity amongst younger, urban social milieus

12. Unconventional launch approach • Product (launch edition) • Communications: • Innovative pre-launch activities • Media strategy • Financing scheme

13. 2grades, high equipment level from entry Standard on iQ grade: Standard on iQ² grade:

14. Black and White as launch visual theme At launchJan ‘09 2nd Wave Mar ‘09 3rd Wave Sep ‘09

15. Innovative Pre-launch activities Le Rendez-Vous Toyota Formula 1 grand prix in Spa Paris Motorshow 2008

16. Innovative Pre-launch activities Image ITALY FRANCE Image

17. Innovative Pre-launch activities UK GERMANY

18. Targeted media strategy Focus on most relevant ‘touch points’ for iQ target Digital Press Outdoor

19. Unconventional creative campaignThemed around iQ’s Safety and Quality attributes www.incredible –iQ.com/comingsoon www.incredible –iQ.com/safety

20. Innovative 3flex financing schemeHow does it work? • Customer pays the initial down payment & then decides every 12 months whether to: • Continue driving their iQ for a further year • Exchange for new or upgraded iQ • Return their iQ

21. iQ European sales target • Annual target of 80K units • Europe to represent 80% of total sales • Volume concentrated in MM5 (80%) • Volume concentrated in urban areas • Transmission mix • Engine mix • Diesel: 7% • Multidrive: 40% • Petrol: 93% • Manual: 60%

22. iQ launch in 3 waves 1st Wave Jan ‘09 2nd Wave Mar ‘09 3rd Wave May ‘09 • UK • France • Germany • Italy • Switzerland • Belgium • Sweden • Netherlands • Greece • Ireland • Austria • Portugal • Poland • Denmark • Finland • Norway • Croatia • Cyprus • Hungary • Slovenia • Bosnia Herzegovina • Iceland • Spain

23. iQ to lead Toyota Optimal Drive Average CO2 emissions from Toyota & Lexus range 170 160 150 CO2 emissions (g/km) 140 130 120 2007 2004 2005 2006 2008 2009 Values based on EU 15C TTL Toyota & Lexus sales forecasts

24. iQ to lead Toyota product launch offensive • iQ first model out of 13 new launches • Six brand-new or next generation models • Seven major upgrades