Toyota’s Super Bowl Ad Aims To Boost Lackluster Mirai Sales

Toyota’s 30-second spot for Super Bowl Sunday has just been released and clearly aims to boost the lackluster sales of the hydrogen Mirai.

The advertisement will air during a break between the second quarter and halftime but only be shown in Los Angeles and San Francisco as California is the only U.S. state where the Mirai is currently sold.

Appropriately, the commercial focuses on the eco-friendly nature of the Mirai with it seen watering a daisy with the water that it emits.

According to the marketing manager for the Mirai, Nathan Kokes “Sunday’s game provides a great opportunity to showcase new Mirai fuel cell vehicle creative in two key markets, Los Angeles and San Francisco. With the Mirai currently only available in California, we’re excited to share the Mirai message, “Vehicle of Change,” with our current owners and potential Mirai customers in the Golden State.”

In 2016, the brand managed to sell just 1,034 Mirai models in California and in January 2017, shifted 83 units.


  • TheHake

    If you build the world’s ugliest car, don’t expect it to fly off the showroom floor.

    • Fred

      A 2-year old baby could probably draw a better looking car…

      • TheHake

        😀 By puking it’s Purity on a piece of paper…

  • Enter Ranting

    Mirai sales are lackluster because it’s cartoonishly hideous. What were they expecting?

  • KidRed

    Hint: Toyota-this is an ugly as all hell car. Duh.

  • Dustin

    An ad that clearly aims to boost sales… who would have guessed?
    Here’s the thing about Mirai sales, though. In an earlier Carscoops article – to which this article links – it is said that Toyota had 1900 orders for the Mirai – “more than the expected initial production run of the” – but estimates it would only be able to allocate 1000 cars for 2016. So: A) They have actually been able to build a few more than expected for 2016. B) They will be filling the same allotment for 2017. C) It is equal to or above expected demand. Maybe put some research into it if you are going to call sales “lackluster.”

  • Braddo

    It doesn’t seem because it’s probably the worst ugliest design ever put into production. Der.

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