We sell the brand, we just don't use it

Parts van for Jim Pattison Toyota Downtown, Vancouver

Last week I was walking in a small shopping centre in Kelowna and notice an owner standing outside his store. It was a shoe store and I saw that his shoes needed a polish. I brought this example to mind.

Last year one of my regular haunts was Caffe Musette in Vancouver. (http://mba4rent.blogspot.ca/2012/05/coffee-and-cycling-is-there-better.html) This cafe is located in an alley next to a Toyota dealership.

I was fascinated to discover that the parts van used by the dealership was not a Toyota, or even a Hino (Toyota's commercial vehicle brand) It is a Dodge.

Why would a Toyota dealership not use a Toyota vehicle? This does not send a very positive message about the confidence the dealership has in the brand. It also reflects a basic lack of understanding about the power of brands and more importantly brands in use.