Toyota’s New Offering Targets Berkeley’s Elaborate Psycho-social Driving Milieu
The Toyota Prius hybrid has long been emblematic of Berkeley’s eco-conscious driver. However, the Prius’ standing as number one virtue nameplate is in jeopardy. Toyota is facing withering competition from offerings like the all-electric Nissan Leaf. Recognizing this challenge, Toyota has adopted a new marketing strategy that transcends the environment to address the social stigma of vehicle operation in Berkeley. The result is an innovative first-in-class after-market program named Prius Confessional.
Prius Confessional is a drive through experience where the car’s operator can repent for all sins associated with vehicle use. The Prius Confessional concept came about after painstaking market research. Toyota’s director of marketing stated, “Focus group research revealed there was an elaborate psycho-social milieu operating in Berkeley. In many instances the psychology of driving was as important as the environmental impact.” Toyota quickly leveraged this insight into a market opportunity designed to address both the environmental and social stigma associated with driving.
Prius Confessionals “booths” are conveniently located throughout the city. The driver simply pulls in and recites their sins visa via an interactive touch screen interface. After some perfunctory brow beating, the sins are summarily forgiven, and driver is off with a clean slate. For drivers with a tinge of guilt from a recent gasoline purchase, there is an artisan wicker basket where they can tithe with the proceeds going to the purchase of carbon offsets.
My daughter witnessed my mea culpa in front of a higher moral authority and its subsequent forgiveness, and we were on our way.
Mary Jane Grace
However, Toyota’s true innovation comes in addressing psycho-social concerns. Mary Jane Grace (who asked that we do not use her last name) recounted the experience of being late and driving in an unusually hurried fashion in a residential neighborhood. “You know I did that thing where you pretend to not see the pedestrian in the cross walk and I just plowed on. Suddenly, from the back seat I heard my daughter say “”mommy is that what daddy calls a dick move?”” I was devastated. It hit me like a ton of bricks, I needed to model better behavior.” Fortunately, for Mary Jane, Prius Confessionals provided the solution. “My daughter witnessed my mea culpa in front of a higher moral authority and its subsequent forgiveness, and we were on our way.”
Mario, another Prius owner, recounted, “I was racing past Berkeley High at speeds you would expect from BMW and Audi owners when someone flipped me the bird. I felt like I let our entire collective Prius family down. I made a bee line to Prius Confessional where I felt community justice was done.”
On exiting Prius Confessional the driver has the option of having one of three decals — a peace sign, white dove or heart — adhered to their rear bumper. Mario indicated, “nothing signals conchie more than one of those decals. It’s a real symbol of your commitment to the community. It just reeks of forgiveness”
To ensure that Prius Confessional is aligned with Berkeley’s diverse culture, the user can repent to a cleric from most major religions or a non-denominational “person of faith
Prius Confessional Marketing
A number of other Berkeley Prius owners indicated they go to service all the time. One user cited the unique “mind body experience” Toyota has created. To ensure that Prius Confessional is aligned with Berkeley’s diverse culture, the user can repent to a cleric from most major religions or a non-denominational “person of faith”.
