MEDIA-I: Toyota drives female car confidence online

<p>SYDNEY: Toyota Australia has launched a website for women drivers, </p><p>Toyota Avenue (www.toyotaavenue.com.au), which it says aims to empower </p><p>and educate this growing car-buying market about auto purchase and </p><p>maintenance. </p><p><BR><BR> </p><p>Web consultancy HotHouse created the site, which features information </p><p>ranging from when to change oil to how to negotiate with car </p><p>dealers. </p><p><BR><BR> </p><p>Internet and direct marketing co-ordinator for Toyota Australia, Andrew </p><p>Phillips, said the site would give women a better understanding of the </p><p>motor industry and more confidence in buying and maintaining a car. </p><p><BR><BR> </p><p>Features of the site include a 10-step guide to buying a car, </p><p>information on financing, a Car Jargon Buster, Car Q&As, personal car </p><p>tales, and a dealer locator. </p><p><BR><BR> </p><p>Women are a rapidly growing market for the motor industry, but Toyota </p><p>denies the site is designed to help the motor company capture a share of </p><p>the lucrative female market. </p><p><BR><BR> </p><p>"It's not really about that. To begin with, we weren't going to give the </p><p>site a Toyota name. We wanted to create a general information site, with </p><p>just a few links to Toyota," said Phillips. "In the end we decided to </p><p>brand it with Toyota, but we're not looking to get a return from </p><p>this." </p><p><BR><BR> </p><p>Since the site launched two months ago, the feedback has been fantastic, </p><p>according to Phillips. Women's groups across the country have shown </p><p>approval, writing in and logging on to the site, he said. </p><p><BR><BR> </p><p>Women aren't the only group to find the site useful. "The site is </p><p>targeted specifically at women, but it provides really helpful </p><p>information for both men and women - anyone who wants to know more about </p><p>cars," said Phillips. </p><p><BR><BR> </p>