Johannesburg – Toyota South Africa Motors is redefining the pre-owned vehicle experience with the launch of its latest Automark brand campaign, “New to You”. Conceived by Toyota’s agency partner, Studio One, the campaign reinforces the brand’s unwavering commitment to customer service, quality assurance, and complete transparency throughout the vehicle buying and trade-in process.
More than just a marketing exercise, “New to You” is a confident reaffirmation of Toyota’s legacy pillars: quality, durability and reliability—values that have shaped the brand’s reputation both globally and locally. With Automark serving as Toyota’s certified pre-owned vehicle division, this campaign is a spotlight on the stringent standards that give second-hand vehicles a new lease on life.
“At Toyota South Africa, we take great care in providing our customers with unparalleled service,” says Tasneem Lorgat, General Manager Marketing Communications at Toyota South Africa Motors. “Our brand promise of quality, durability and reliability guides our way of working and how we engage with our customers. The ‘New to You’ campaign showcases the meticulous process that each Automark pre-owned vehicle undergoes.”
At the heart of the campaign lies a cleverly crafted TV commercial that introduces viewers to a quirky, fastidious character—someone who obsesses over getting every detail just right. From the way he folds towels to how he arranges his cutlery, this loveable perfectionist embodies a singular mission: no short cuts, no compromise. In the end, it’s revealed that this character works at Automark—an unmistakable metaphor for the brand’s own attention to detail and high standards.
The spot doesn’t just entertain; it educates. It subtly pulls viewers into the world behind the Automark badge, showing that every vehicle is carefully inspected, restored and certified before being handed over to its next owner. All pre-owned Toyota vehicles sold at Automark franchises are Toyota-certified and include a complimentary 1-year / 50,000km warranty, underscoring the brand’s promise of peace of mind.
You can watch the full TV commercial here: New to You TVC
Extending beyond television, the “New to You” campaign reaches audiences via out-of-home placements, print media, radio, and digital platforms—ensuring a wide and consistent message: pre-owned doesn’t mean second best.
To explore current Automark offers or learn more about the certified pre-owned process, visit www.automark.co.za.
