Automark, the pre-owned vehicle division of Toyota South Africa Motors (TSAM), unveiled its new “New to You” brand campaign , aiming to highlight the quality and reliability of its certified pre-owned vehicles.
The campaign, centered on a humorous television commercial, showcases the rigorous quality checks each Automark vehicle undergoes before reaching customers. Tasneem Lorgat, TSAM’s general manager of marketing communications, said the initiative reflects the company’s commitment to excellence.
“Our brand promise of quality, durability, and reliability guides how we engage with customers,” Lorgat said. “The ‘New to You’ campaign illustrates the meticulous process that ensures every pre-owned vehicle meets our high standards.”
The TV ad features a fastidious character whose attention to detail mirrors Automark’s stringent quality assurance process. The story follows him through a day in his life, revealing his role at Automark’s Certified Toyota Pre-Owned franchise, where he ensures vehicles are thoroughly vetted before sale.
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“His dedication personifies Automark’s mission to deliver pre-owned vehicles customers can trust,” TSAM stated, noting that every vehicle undergoes comprehensive inspections to uphold Toyota’s reputation for durability.
Automark, a key player in South Africa’s pre-owned vehicle market, operates as part of TSAM’s broader portfolio, offering certified Toyota vehicles backed by verified service histories and quality guarantees. The “New to You” campaign is expected to roll out across television, digital platforms, and social media, targeting buyers seeking affordable yet reliable pre-owned cars.
TSAM, headquartered in Johannesburg, continues to strengthen its market presence through innovative marketing and customer-focused initiatives like Automark, as South Africa’s automotive industry adapts to growing demand for sustainable and cost-effective transport solutions.
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