Toyota To Broadcast Auris Hybrid Production Via Tweets

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Toyota has announced that it will tweet each stage of the Toyota Auris Hybrid production process at the Burnaston, United Kingdom factory.

Toyota Auris
Toyota Auris.
Image Credit:

It said that it is doing this in an effort to convey the quality of its cars to customers, which may prompt an increase in demand for these vehicles.

“We want to convey the quality of our cars to those who are not involved in car production and this campaign is a good way to do that,” Scott Brownlee, head of social media for Toyota Great Britain, told Automotive News Europe. “We are also trying to engage with customers beyond the buying process at dealerships.”

The tweets will consist of photos, videos, and blog content about 325 production processes, including chart panel stamping, welding, painting, plastics, assembly and quality control.

Toyota said this is a first-of-its-kind initiative. Personally, I haven’t seen anything like it. However, I have seen car manufacturers show off videos of their manufacturing plants (on TV, for example, I saw a GMC Yukon commercial which lasted hours). Tesla’s manufacturing megafactory, meanwhile, was actually highlighted in a 45-minute National Geographic special.

Toyota probably won’t show every detail of the manufacturing process, as some of it may be confidential. But we’ll surely get a good picture of Toyota’s overall process.

Initiatives like these impress many people because the process of manufacturing any car is a marvelous sight. I think the few manufacturers that do it do win the attention (and even purchases) of many people, whether or not their cars are decent.

Finally, this of course shows off the jobs Toyota has created in Burnaston, UK, something that everyone there is happy to see!

Twitter followers will be able to interact with Toyota representatives — the Twitter handle is @ToyotaFactory.

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Nicholas Brown

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