Toyota moves past apologies in sales push

New ads for troubled automaker Toyota are skipping the apologies and easing back into sales pitches - too soon, some say.

The campaign pushes the idea that Toyota customers remain loyal, even as the company faces congressional inquiries and some reports that its repairs may not fix the problem.

The new campaign, by Toyota's main ad agency Saatchi & Saatchi, emphasises what Toyota says are real satisfied buyers testifying that they still feel safe in their new Toyotas even after weeks of revelations about accelerator problems.

"And our own personal experience? These cars that we've had have been exceptionally safe," baby boomer Mark Murphy says in one ad. The ad says he and his wife, Donna, bought a Corolla and a Sienna on February 20.

The new campaign, which started on March 2 and is scheduled to run through April 5, does one thing right, marketing experts say: Troubled brands have to play to their strengths by wooing loyal fans. But some say skipping past the apologies could make it Toyota look like it's mocking safety concerns that are still very real.

Ford, for example, laid low on heavy sales pitches for its Ford Explorer for months in 2000 after blowouts of Bridgestone tires used on the SUVs caused blowouts that led to more than 250 traffic deaths.

People need time to digest bad news, so companies shouldn't try to start selling too soon, said Mike Sheldon, CEO of ad agency Deutsch LA.

"We haven't had that chance to just get through the problem and they're already trying to sell me stuff? I believe that consumers will feel a little confused, like, 'Aren't you still fixing the problem? Why are you trying to sell me so hard?' he said.

Saatchi & Saatchi referred requests for comment on the campaign to Toyota. The automaker's spokespeople didn't respond to requests for comment.

The local and national television ads feature unprecedented incentives from Toyota, which saw its sales fall 9 percent last month. They're the first major sales push since the company's trio of apology ads, which started airing in early February, telling owners that Toyota was taking care of problems. Incentives include zero percent financing for five years and auto maintenance plans for new owners that rival offerings by luxury brands.

But buyers don't want that, Sheldon said. They still want to know the company is taking care of its problems before they're sold on new cars, deal or not. The company should have waited at least a month, maybe two before pushing sales, he said.

"Any communication right now should be 'here's what you need to do, here's how we're solving this problem.' Leave the schmaltzy music and imagery out. There are serious issues," Sheldon said.