What's So Special About Toyota's STAR Safety System

So, if you're like this New York Times writer and have been ambushed by Toyota's latest ad campaign highlighting the STAR safety system, you may wonder exactly what it is.

I mean, you would expect the 30-second spot to detail that but it doesn't.

According to The New York Times piece, it is a system that really isn't all that innovative. It actually just combines Electronic Stability Control, Traction Control, an ABS system, Electronic Brake-Force Distribution and Brake Assist.

Here's the catch, however. Toyota is the only full-line manufacturer to incorporate all of this tech on EVERY single model...

For the full details, take a look at The New York Times' take on Toyota's recent advertising blitz


Toyota knows where to find me, if the company’s current Star Safety System advertising campaign is any indication.

Its commercials have found me watching the “NBC Nightly News.” Tracked me down DVRing “The Daily Show.” Ambushed me on “The Colbert Report.” Bombarded me through the NBA Finals. And washed over me on the Web. If ever there was an advertising campaign worthy of the term “blitz,” this is it.

The commercials are pointed straight at the heart. Moms holding babies, concerned-looking young men and entire families testify in silence, overlaid with bold red type that announces “everyone deserves to be safe,” and “peace of mind.” In the backgrounds, components assemble and disassemble themselves in a ballet of technological reassurance.

The Star Safety System is the star. The ads announce that “Toyota is the first full-line manufacturer to make the Star Safety System standard on all vehicles...