Toyota Program Provides Latinos a Way to Express Their Cultures on Their...

Toyota Program Provides Latinos a Way to Express Their Cultures on Their Cars

Limited-Edition Decals Designed Especially for Latino Customers


TORRANCE, Calif., Sept. 7 /PRNewswire-HISPANIC PR WIRE/ — The numbers speak for themselves: Latinos Hablan Toyota. In recent years, Toyota has been regarded as Latinos brand of choice, ranking No. 1 among Hispanics in the U.S.(1) In celebration of its loyal Latino fans, Toyota has created a unique way for them to showcase pride in both their culture and Toyota: somos muchos LATINOS. somos muchos TOYOTA.



A series of limited-edition decals that can be affixed to vehicles, somos muchos LATINOS. somos muchos TOYOTA come in nearly 100 different versions, touting cultures and expressions from all over Latin America. Toyota created the decals to provide Latinos with an outlet to pay homage to an array of regions and countries, while sharing the pride in their cars. A few examples of the phrases available as decals include “somos muchos Chilenos … somos muchos HONDURENOS … somos muchos MEXICANOS…” The decals also include names such as “BORICUAS,” “PORTENOS” or “SINOALENSES” – popular descriptions given to people from specific geographic areas. They are complimentary through Facebook, and can be ordered at, a social media space dedicated to Hispanic Toyota enthusiasts.

“The aim of this campaign is to celebrate our loyal Latino customers,” said Tim Morrison, corporate manager of marketing communications for Toyota Motor Sales, U.S.A., Inc. “The campaign offers a unique way for our loyal customers to honor their cultural heritage while expressing pride in their Toyota vehicles.”

This enthusiasm is also captured in the campaigns television spots, featuring short documentaries which illustrate customers reactions to the Toyota street teams handing out complimentary decals in cities across the country. In the spots, the decals are happily received as people affix them on their cars, bicycles, and even food trucks.

Toyota street teams will be distributing thousands of decals across the country at upcoming events including Mexican Bicentennial celebrations in Los Angeles, Houston and Dallas, as well as Hispanic Heritage Month events, cultural celebrations and festivals in Miami, New York and Chicago. Celebrities who will serve as ambassadors for the program will be revealed closer to the event dates.

For continued updates on the somos muchos LATINOS. somos muchos TOYOTA campaign and to order a complimentary decal, please visit or “like” Toyota Latino on Facebook.

About Toyotas Commitment to Hispanics

Toyota was founded on a strong value system that respects and supports the communities in which it conducts business. Toyota has strong ties to the U.S. Hispanic community that go far beyond just cars. From partnerships with nationally-recognized organizations such as the National Council of the Raza, the U.S. Hispanic Chamber of Commerce, and the Hispanic Scholarship Fund, to joining Hispanic leaders in support of local programs that help make a difference particularly in the areas of education, the environment and safe driving practices, Toyota values and supports organizations that engage diverse communities. To learn more about Toyotas community activities, please visit


Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of more than 1,400 Toyota, Lexus and Scion dealers. Toyota directly employs more than 34,000 people in the U.S. and sold more than 1.77 million vehicles in 2009. For more information about Toyota, visit,, or

(1) Based on Polk new Hispanic registration data through CYTD June 2010.

SOURCE Toyota Motor Sales, U.S.A., Inc.

Toyota Program Provides Latinos a Way to Express Their Cultures on Their Cars