Toyota Program provides Latinos a way to express their Cultures on their Cars.

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 www.facebook.com/ToyotaLatino, 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 campaign’s 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.