Toyota's 'DecoPrius' Winks at Hello Kitty Demographic
At a showroom in Tokyo last week, Toyota got in touch with its girly side. With the “DecoPrius,” a candy-apple red custom Toyota Prius emblazoned with decorative rhinestones, the carmaker hopes to catch the eye of a demographic that is growing increasingly cold to a product that once exemplified cool: the automobile.
With car sales among young people flagging, Toyota is hoping to tap into the popularity of “DecoDen,” a colorful style of electronics customization.
According to a Bloomberg News, Japanese carmakers are scrambling to find new ways to get young people—particularly young women—interested in cars again. The article cites data from CSM Worldwide, an automotive market research firm, which has found that 90 percent of Japanese Prius buyers are men and that 70 percent are older than 50.
Honda’s Custom “Pastel”
To counter this, Toyota looked to “DecoDen,” a custom decorative style that has been very popular with young Japanese females in recent years. DecoDen allows consumers to transform generic or ubiquitous products like notebooks or iPhones, into something one-of-a-kind. Throughout Asia, young people bring their laptops and handheld electronics into shops that in turn, cover them in rhinestones arranged into elaborate custom designs. Many also choose to customize items themselves, using home Deco kits.
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Toyota's 'DecoPrius' Winks at Hello Kitty Demographic