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Toyota Returning for 2nd Year as LATISM Conference & Gala Sponsor, Expanding Partnership with Key Latino Organization

Toyota will continue deepening its commitment to the Latino community with its repeat sponsorship of the Latinos in Tech Innovation and Social Media (LATISM) 2012 Conference October 25-27, 2012 in Houston.  Anticipated to host approximately 1,000 attendees, the annual conference is LATISM’s flagship event and will bring together community leaders, social media and technology influencers, educators, government officials and others to explore best practices and resources.

As the exclusive automotive sponsor, Toyota will engage participants with activities aimed to showcase key conservation, education and safety missions aligning with LATISM priorities that span more than 180,000 members. Toyota events include:

• Booth with photo sharing and Toyota’s corporate philanthropy efforts
• Seat belt and child car seat safety demonstration and giveaways
• Opportunities to drive new Toyotas, including the Prius family of hybrid vehicles and the Texas-built Tacoma and Tundra pickup trucks
• Participation on education, health, business and technology panels by Toyota and its partners

Toyota also is kicking off Hispanic Heritage Month (September 15 to October 15) with the launch of @ToyotaLatino on Twitter. The new handle will provide the company opportunities to highlight and celebrate the community, engage at live events and share more vehicle information with owners and enthusiasts.

“Returning as a key LATISM conference sponsor underscores the pride and appreciation we have for our Latino customer base and their contributions to social media and our broader communities,” said Julie Hamp, Toyota’s North American chief communications officer. “At the LATISM conference, throughout Hispanic Heritage Month and beyond, the @ToyotaLatinoTwitter handle will give us a new tool to share, listen and learn with this vibrant, growing population.”

Toyota is participating in additional social media events this fall including a Twitter party and live blogger event about families and literacy, a Latino and conservation blogger event and a return to Houston for a panel on safety targeted to the Latino community.

Since 2004, Toyota has been the leading automotive brand among the U.S. Latino community. Data indicates nearly one of six Latino buyers choose a Toyota when purchasing a car or truck, the highest of any brand.  Toyota brands make up more than half of all U.S. hybrid purchases by Latinos.

“We appreciate Toyota’s expanded commitment to help LATISM excite and support the Latino community around social media and key organization initiatives,” said Ana Roca Castro, founder and chairwoman of LATISM. “Specifically around safety, we know Toyota’s education efforts will have an important impact on our members and their families.”

The conference’s location in Houston builds upon Toyota’s substantial investment in Texas, including the site of Toyota Motor Manufacturing, Texas, Inc. (TMMTX) in San Antonio where the Tundra full-size pickup and the Tacoma compact pickup are manufactured.  Seven of the facility’s on-site suppliers are minority joint ventures, including six locally-owned, who provide parts, materials and logistics services.  TMMTX represents a $2.1 billion investment and nearly 3,000 jobs. In addition, Toyota is the name sponsor of the Toyota Center, home of the Houston Rockets and future host of the 2013 NBA All-Star game.

Houston is also headquarters for Gulf States Toyota, an independent distributor serving 154 locations in Arkansas, Louisiana, Mississippi, Oklahoma and Texas. The company introduced Toyota vehicles in the region in 1969.

courtesy of pressroom.toyota.com

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Toyota Tundra to Tow Space Shuttle Endeavour on Last Leg of Journey to the California Science Center

TORRANCE, Calif. (September 12, 2012) – Toyota Motor Sales, U.S.A., Inc. (TMS) announced today that the Toyota Tundra full-size pickup truck is slated to tow the space shuttle Endeavour during its final journey to the California Science Center on October 13, 2012, where it will go on permanent display. The Endeavour will travel a total of 12 miles from Los Angeles International Airport (LAX) on city streets to the Science Center, with the Tundra towing the last quarter mile.

Tested extensively prior to the announcement, the 2012 Tundra is slated to safely tow the 300,000 pound historic artifact down Bill Robertson Lane in Exposition Park, near downtown Los Angeles, on the final leg of its journey. Endeavour will be towed using a stock 2012 Tundra CrewMax 1/2–ton pickup, identical to models currently found in Toyota dealerships, with no additional modifications made to increase towing capacity or generate more power. The Tundra CrewMax is equipped with Toyota’s powerful 5.7L V8 engine, producing a maximum tow capacity of 10,000 pounds. TMS has done extensive testing and worked with The Sarens Group, a heavy lifting and engineered transport company, to develop a dolly specifically for hauling the Endeavour.

“There is no larger or more recognizable icon of the U.S. space program’s success than the shuttle, and to have it towed by the Toyota Tundra is not only an incredible example of the capabilities of the truck, but an honor to be part of history,” said Ed Laukes, TMS vice president of marketing communications. “The entire journey is something the world will be watching, and gives us a chance to prove that the ‘overbuilt’ Tundra is built to do any job – even tow the space shuttle.”

Participation in the transportation of the shuttle is part of an ongoing partnership between TMS and the Science Center in an effort to provide support and awareness of the space program and continuing education of the public through exhibits and programs. Toyota currently has a Tundra truck on display in a Science Center exhibit demonstrating the physics of leverage. The tow Tundra will replace the existing Tundra and will be on display after the Endeavour exhibit opens on October 30, 2012.

At the end of the Endeavour’s 12 mile journey from LAX to the Science Center, a “finish-line” celebration at Exposition Park is planned for the evening of October 13, as the shuttle arrives at the Science Center, allowing the public to witness the finale of this historic voyage.

The tow program was developed in partnership with Saatchi & Saatchi LA (SSLA), the agency of record for TMS, and the Science Center, and serves as a unique way to demonstrate Tundra’s capabilities and towing capacity. In collaboration with SSLA and Science Center, TMS has developed a host of online resources and activities that provide behind-the-scenes videos, photos, activities for children and information about the Tundra Endeavour project and can be found at www.toyota.com/TundraEndeavour beginning September 17th. Visitors can share content, sign up for email alerts and participate in re-Tweeting information that will help contribute money to the California Science Center for further development of exhibits and displays.

courtesy of pressroom.toyota.com

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