Joining a Community: Toyota & Missha

I got a post card in the mail this week from Toyota. They're promoting their Hybrids web site, which, when I visited it, appeared to be a massive attempt to provide a gathering place for existing and would-be hybrid drivers. The mailing is pretty sophisticated - it was done using mass-customization equipment that printed my name on both sides of the card, and aside from slogans and graphics, consists of just 2 sentences: "As a member of the Prius family, you're invited to join us at the completely new website experience for Hybrid Synergy Drive from Toyota. Your feedback will help us build an exciting community for change."
www.toyota.com/hybrids

With nearly 400,000 hybrids sold in the US over the last few years, this has the potential to be a large community. (Remember how hard the US auto companies have been fighting for years against Federally-mandated mileage MPG improvements? Well, Toyota's success shows how badly that strategy has backfired!)

However, even though I have a broadband connection, the hybrid site was still painfully slow, and the way it's organized is confusing. I'll be interested to see how quickly they improve the site, and to see if hybrid owners really want to be part of that community.

Speaking of successful online communities, have you heard of Missha? This South Korean cosmetics company began as a web-only presence, and has developed an engaged customer base of 1.8 million customer-partners, who test company products, suggest ideas, and are active members of the Missha community. Their web site says, "Missha is a strictly pro-consumer brand that is made through suggestions and criticisms by over 1.8 million customers who make Missha today."

Having proven the power of the web as a company and community-building strategy, the company's now moving into storefront retail based on the strength of its web presence. You can visit them on 5th Avenue in New York, and in 4 other locations around the city.

So how long before there are hybrid-only auto stores? If I were Toyota, I think I'd open one on 5th Avenue, too, or maybe in Times Square. Now that they've developed the hybrid technology innovation, a new business model for auto industry retail would be warmly welcomed by the millions of people who must suffer through a visit to their awful dealerships every year. It's an industry ripe for sweeping change.