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Japan's car giants get creative to drive up brand loyalty

Toyota, Nissan target young people with 'experiential' stores

Toyota hopes so-called experiential stores like this one in Tokyo will build brand loyalty among young visitors. (Photo by Ken Kobayashi)

TOKYO -- Japan's car companies are on a drive to build brand loyalty with the young, looking beyond traditional showrooms and dealerships as they accelerate efforts to lure the would-be customers of tomorrow.

Auto giants such as Toyota Motor and Nissan Motor have been turning to so-called experiential stores in Tokyo, offering everything from activities for children to fresh coffee for adults in a bid to engage visitors with their products and slam the brakes on a shift away from driving and vehicle-ownership among younger people.

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