Revving Up Adoption: How Toyota Optimised Its Insurance Service

With direct feedback from its customers, Toyota identified and gained insights into the adoption barriers surrounding its latest customer retention initiative.

Toyota Car Park
Toyota is a marquee name in the automotive industry. Its efficient, sleek, and eco-friendly vehicles offer an unparalleled driving experience, lauded by all drivers worldwide.
Industry Automotive
Company size 366,000
Region Global
Business type B2C


Toyota was offering a new free insurance service named ‘Toyota Relax’ to all Toyota owners that serviced their vehicles yearly in any of its dealerships. The initiative aimed at retaining clients, increasing customer loyalty, and boosting customer lifetime value. However, despite the convenience of this new service, Toyota was not seeing the adoption rate it had hoped.


Toyota partnered with Sonar to conduct a concept validation test with its Danish customers. Sonar designed the study, recruited and interviewed the participants, and aggregated their feedback into a set of actionable insights on video. To minimize research bias, half the study participants already owned the service “Toyota Relax”, while the other half did not.


The results of the test showed two key insights: existing service subscribers had no knowledge of how to use the ‘Relax’ insurance, whereas other Toyota owners were not familiar with the service at all. These findings gave Toyota a clear indication of the barriers preventing adoption, as well as how to optimize communication to both Relax subscribers and non-subscribers.


With clear customer insights, Toyota optimised its communication strategy across touchpoints. This led to a higher service adoption, increased customer loyalty and customer lifetime value.