CarsSmart
RAV4 Plug-in Hybrid: Toyota targets New Zealand with a quirky campaign
A fake car editorial team launched Toyota’s plug-in SUV, mixing irony and promotion to draw attention to the model.
22 September 2026 1 min read 7 views
Toyota brought the RAV4 Plug-in Hybrid to New Zealand with an offbeat communications move: a fake team of car reviewers introduced the model as if it were a real road test.
The campaign is designed to boost visibility for the plug-in hybrid SUV, one of Toyota’s key models, in a market where efficiency, electric range and practicality remain central concerns for new-car buyers.