Press Releases

Boston, MA - April 2009 - Expressway Toyota unveils "The Express Advantage," a new television ad campaign featuring a revolutionary new concept - special treatment for qualified buyers. Designed to appeal to an increasingly frustrated mass of hard working, good credit New Englanders, this simple, honest ad offers viewers the respect and the reward they deserve.

The campaign responds directly to the economic plight of the average American, as reported by the Boston Globe, CNBC, and others. Simply stated, in today's difficult economy, a large group of responsible people continue to work hard, pay their bills on time, and maintain a high credit score. Although one would think such outstanding efforts would entitle A credit consumers to some sort of benefit, (or at least a lower credit card interest rate) just the opposite is true. Bailouts and special programs are issued only to those with poor credit, low incomes, or late payments.

"People are outraged," says Robert Boch, owner of Expressway Toyota. "And we're all thinking the same thing - when do we get a break?" Boch's answer - right now.

He created the all new Express Advantage program just last month, offering outstanding customers no money down, 0% financing up to 60 months, and other additional discounts and service specials. To promote the program, Boch rolled out a unique television ad campaign, reflecting the sentiment of this as of yet untapped audience. A woman sits against a black backdrop and speaks modestly with the viewer. "I've got a pretty good job," she says. "I work hard every day.... So when do I get a break?" The commercial goes on to explain the benefits of the Express Advantage, to which the woman is grateful and relieved.

Expressway's campaign comes in sharp contrast to the average auto dealer ad, which is often fast paced and price driven. "Our concept cuts through everything else on TV. And it really resonates with our customers," says Boch. Although the ad has only been airing a short time, initial response and feedback have been great. The Express Advantage program encourages buyers to take advantage of all their hard work and drive home in the new Toyota they deserve, without feeling guilty about it. As Boch points out, "Nice guys, or in this case, economically responsible guys, shouldn't always finish last."

Robert Boch is the owner of Expressway Toyota in Boston. He and his brother Richard are known throughout New England for their unique and memorable ad campaigns starring their heroic price slashing alter egos, the Expressway Toyota Super Savers.

For additional information or a DVD copy of the "Express Advantage" television ad, contact Charlie Rasak at Creative Resources Group.