Toyota Celebrates Latino Business Success at 2013 National Council of La Raza Annual Conference

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No. 1 Brand Among Hispanic Consumers Gives Away RAV4 to Deserving Contest Winner

NEW ORLEANS (July 24, 2013) –Toyota built on its long-term commitment to the U.S. Hispanic community at the 2013 National Council of La Raza (NCLR) Annual Conference in New Orleans this past weekend by celebrating Latina entrepreneurs and giving away a 2014 RAV4 to a deserving attendee.

As the No. 1 car brand among Hispanics, Toyota sponsored the gathering for the 14th year, reinforcing its commitment to education, empowerment and giving back to the communities in which it operates.

In a speech at the conference’s popular Latinas Brunch, Toyota Motor Sales, U.S.A., Inc. Senior Vice President of Automotive Operations Bob Carter showcased the company’s long-standing relationship with Latino customers, employees and suppliers.  He recognized Rosa Santana, an outstanding Latina entrepreneur, who despite her humble beginnings now runs a successful human resources business with clients in the U.S. and Mexico.  She is now a major supplier for Toyota thanks to the company’s “Opportunity Exchange” program.

“The Hispanic community has a steadfast friend in Toyota,” said Carter. “We know that we can’t be successful in this country unless we partner with Latinos and Latinas like Rosa Santana.”  Carter added that Toyota spends more than $1 billion each year with minority and women-owned businesses, one.   of only 18 companies to reach that level.  He continued, “Latinos buy more Toyotas than any other automotive brand – a ranking we have enjoyed since 2004.  Believe me; Toyota does not take your loyalty for granted. We thank you and value your continued support of our company.”

Toyota showed its appreciation of Hispanic consumer brand loyalty by giving away a 2014 RAV4 to a lucky contest winner who best answered the question, “Where would you go in the new RAV4 and why?” Amparo Nuñez of Tampa was selected from approximately 600 entries based on her answer stating that she would use the car to transport migrant workers in her remote farming community to the city to seek medical care.  Carter presented the vehicle with the keys during the Latinas Brunch. 

Rounding out Toyota’s presence at the conference was a booth at the National Latino Family Expo. Grammy Award-winning international singing star Jon Secada met hundreds of fans and signed autographs. Visitors were able to see 2013 models of the Toyota Tundra, Camry and Prius, and get a sneak peek at the 2014 Corolla.  The company also promoted its Buckle Up For Life program.  The national, community-based injury prevention initiative, developed with Cincinnati Children’s Hospital Medical Center, was created to address the economic, cultural and, where appropriate, language barriers to motor vehicle safety.  Toyota provideddemonstrations on proper car seat installation and usage and raffled off more than15 new child car seats. 

About Toyota
Toyota (NYSE: TM) established operations in the United States in 1957 and currently operates 10 manufacturing plants.  Toyota directly employs over 31,000 in the United States and its investment here is currently valued at more than $19.5 billion, including sales and manufacturing operations, research and development, financial services and design.
Toyota is committed to being a good corporate citizen in the communities where it does business and believes in supporting programs with long-term sustainable results. Toyota supports numerous organizations across the country, focusing on education, the environment and safety. Since 1991, Toyota has contributed more than $700 million to philanthropic programs in the United States.
For more information on Toyota's commitment to improving communities nationwide, visit

Javier Moreno                                                         
Toyota Motor North America                                     

Janice Lusky Greenspan 
PRecise Communications for Toyota


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