2015 Toyota Sienna Revealed Online

Jul 17, 2014

Toyota revealed the redesigned 2015 Sienna today, and it looks awesome! So awesome, in fact, that Toyota launched the hashtag #swaggerwagon so people can talk about how much they enjoy the LED daytime running lights, soft-touch surfaces, and a new intercom feature called the Driver Easy Speak System (DES). DES is also found 0n the Highlander, and it allows parents to speak through a microphone to children in the third row so they do not have to yell while driving. Many of the interior changes to the Sienna such as optional black leather seats with white stitching are designed to make the Sienna feel more upscale. Joe Phillipi of AutoTrends Consulting says this says that minivans are no longer designed to be strictly “utilitarian.”

What is truly interesting about the the 2015 Sienna reveal, is that despite the Sienna being a major contender in the competivie minivan segment, Toyota’s marketing strategy for the Sienna has been done entirely online, and at a fraction of the cost of a traditional media unveiling. To launch the Sienna, Toyota recruited parents known for their viral videos to make their own videos to unveil the Sienna. Explaining this low-budget marketing effort, Edmunds.com analyst Jessica Caldwell says, “Why spend the money [on traditional media] when you can spend the money another way?”