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  • Sam Decker

How Toyota Followed Baby Boomers

Last week I presented on a panel with Professor Arturo Perez-Reyes (UC Berekeley) at an event in San Francisco we put on with Jupiter Research. One story the Professor shared about Toyota was something I hadn't heard before…

He said that Toyota followed the baby boomer generation as a market. They looked at the demographics and spending power of that generation. I think it went something like this…

They started with the Corolla, then Celica for when they got into college, then Corona/Camry, then launched Lexus when they had discretionary income. They followed the 'bulge' of spending the baby boomers had.

It's an interesting way to think about the markets you're going after. Is it big? how will it evolve? How will it effect your product strategy?


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