Tohatsu Corporation (hereafter referred to as “TOHATSU”) announced its global brand event outline of Outboard Engine Forward Gear at the 57th Genoa International Boat Show in Genoa, Italy. At the beginning of the Genoa International Boat Show in September 2017, TOHATSU's global branding campaign based on the new brand strategy will be launched at ship shows around the world.
The event's "SMARTS" Millennials as its core goal reveals TOHATSU's new brand identity, "Blue Wings" and its unique "SimpliqTM technology"
The new brand strategy is characterized by its target group called “SMARTS”, the millennial shipowner (born 1977-1995). SMARTS accounts for 17% of the total number of ship owners and is very sensitive to TOHATSU technology. TOHATSU's analysis indicates that they will promote the next generation of the ship market (target: ship owners with Outboard Engine Reverse Gear; North America/Europe in Fall 2016; quantitative research: 1130 samples collected)
The new brand logo "Blue Wings" is designed to represent the "sea eagle" that flies over the oceans around the world. TOHATSU's unique technology, "SimpliqTM Technology" is a general term for all technologies developed by TOHATSU. "SimpliqTM Technology" includes highly detailed design, weight reduction technology and packaging knowledge based on over 60 years of outboard manufacturing technology.
Extracted from https://www.tohatsu.com