One of the largest and most ambitious product training events ever held in support of a new car launch recently took place in Nice. Specialist automotive marketing company Acumotive provided intensive 2-day training courses - covering the key product features of the new generation YARIS - to over 2,000 Toyota delegates in just three weeks, ending on 5 December.
The launch to markets of the new generation YARIS was on a different scale to any previously seen. Ten times the normal number of participants were educated about the merits of the car in a very condensed time-period. In addition to the 200 most senior training managers from Toyota Motor Marketing Europe, 1900 national sales executives from France, Sweden and the UK also attended the Nice event in order to be trained in one convenient location and with consistent key sales messages and materials.
As event organiser, Acumotive was required to solve several logistical problems, including accommodation for 2,000 delegates and the transportation of non French delegates to Nice, including the charter of a Boeing 737 aircraft for a week and a half!
Acumotive was also responsible for delivering the important hands-on driving and on-line e-learning aspects of the training event. A combination of road and off-highway demonstrations provided delegates with a practical understanding of the car’s driving performance and manoeuvrability.
At the end of their training, delegates returned to their home markets - fully trained to understand the YARIS’ key sales messages and fully conversant with the sales support materials supplied by Acumotive.
This is the third major training programme that Toyota has entrusted to Acumotive in recent months. In March, Acumotive was responsible for the successful delivery of sales training throughout Europe in support of the Aygo and in September, the company ran a training programme in the UK, designed to support the launch of the new Toyota Hilux and Corolla Verso D-4D models. Next up will be the RAV4 in Rome.Published 6 January 2006