Ignition organizes pan-European Toyota Training

Toyota Motor Europe tasked learning specialists Ignition to deliver a cost & time effective European sales training for new Verso and Urban Cruiser.

Following the successful launch event for Avensis and iQ in Seville, Spain, Toyota Motor Europe asked Ignition to organise another pan-European event, this time for the launch of the brand new Urban Cruiser and new generation Verso models. The programme ran for 7 weeks from March to May was an integral part of Toyota Motor Europe’s support for its key car launches of 2009.

With a backdrop of global economic downturn Toyota Motor Europe tasked Ignition with delivering an even more efficient and effective launch event than ever before: in essence do more for less.

As Pello Morras, Senior Consultant of Ignition in Brussels explains location was a key consideration: “Baden-Baden and the Black Forest in Germany responded to the need from Toyota for a more central venue in Europe. Many delegates reached the event by train, coach or bus, so overall cost for Toyota was greatly reduced. Finally, Ignition’s partnership with hotel group Radisson Blu allowed Toyota to benefit from further efficiencies.”

In terms of effectiveness, Ignition worked tirelessly to design practical workshops and memorable drive routes. The Toyota Urban Cruiser was put through its paces in the famous Schwarzwaldhochstrasse, or Black Forest High Road and at the Iffezheim Horse Race Course, Ignition built a replica of an the urban environment to put the car to the test in the widest range of ‘real world’ challenges.

The new Toyota Verso’s driving dynamics were explored at the LUK Driving Centre in Baden, while the nearby autobahn allowed delegates to compare Verso to its competitors at high speed. Interactive workshops demonstrated the class leading flexibility and seating arrangements by bringing to life its core strengths.

Ignition handled all aspects of the launch event programme, including logistics, training content, branding and the driving activities on road and on track. Ignition also delivered a suite of blended training materials including eLearning, DVDs and printed product guides to support the launch.