A key component in the Access Toyota program is a unique, drive-away pricing system that takes the intimidation factor out of negotiating the price of a new car. Individual model prices are set for a geographic area using a confidential electronic poll taken monthly of Access Toyota dealers. The 'drive-away' price gives customers an up-front transaction price that's always lower than the manufacturer's suggested retail price.

It includes the cost of the vehicle and all added accessories and options, as well as all charges, taxes and administrative fees. There are no hidden costs or surprises, and all Access Toyota dealers in the given area will honour the drive-away price. 'Product advisors' (formerly salespersons) at the dealers each receive 30-hours training on the new approach.

The approach reflects the demands of consumers in terms of transparency, access to information, and interaction with car dealers, says Toyota management. A survey conducted in Quebec by Baromètre showed 70% of respondents in favour of this type of program. They - particularly women - cited price negotiation as the hardest part of buying a vehicle, and the higher the level of education, the more consumers dislike the price negotiation process.

Access Toyota is geared to today's Internet interest, particularly important since 83% of Quebec Internet users say they'll use the Internet for purchase of their next vehicle. Access Toyota prices can be obtained on the Web site www.access.toyota.ca, as well as at the dealers or through Toyota's call centre.

All Toyota models are part of the program. (Lexus, a separate brand, is not.) On the Web site, shoppers can calculate prices and save information on up to five virtual Toyotas, trying out options and seeing immediately how they will impact the final price.

Further, customers can obtain an appraisal for their trade-in vehicle based on impartial third-party information from Canadian Black Book. They can also obtain detailed prices and specifications of various Toyota models and comparable vehicles from information provided by the independent company Autodata.

"It's all about doing better sales for customers," says Karl Schlicht, Toyota's group vice-president business innovations. "The Net generation wants this, and we feel this will give us an edge on other car companies. At this time, we hold an 8% market share in Canada with close to 10% market share in Quebec."

Access Toyota is being promoted to Quebecers initially be a teaser television commercial, which is to be followed by a 60-second TV commercial, radio ads, bus boards and a Web contest with radio CKOI. Although agency for Toyota dealers in Quebec is Communications blue blanc rouge, the ads are from corporate agency DCC Communications, Toronto. (Saatchi & Saatchi Canada also handles Toyota advertising.) Theme line is 'Une expérience d'achat tellement plus sympa'.

Access Toyota will be eventually rolled out to other Canadian provinces. "Vancouver will likely be next, with Toronto in about two years," says Schlicht.

The launch event for Access Toyota in Montreal was handled by National Public Relations.