Toyota Celebrates Its Hispanic Familia

New Campaign Builds on 10 Years as No. 1 Auto Manufacturer in the Hispanic Market

Latinos usually choose Toyota to be a part of their family. To bond and celebrate this loyalty of the customers, Toyota launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, a program that pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers.
 

The “More Than A Car” program identified that  Toyota drivers see their cars as members of their families and nothing says you’re family like your own family nickname. Drivers can personalize their vehicles with physical car name badges. The raised, 3D-printed badges give fans the chance to formalize the love – and place in the family – for their vehicles.

Fans can ordered badges through  www.masqueunauto.com, or in-person at the  Supersonico music festival. Supersonico is the first-ever Hispanic indie music festival sponsored by Toyota in Los Angeles on 11th Oct. Those who aren’t at the festival can join the fun through the hashtag #MoreThanACar or #MásQueUnAuto. Toyota will engage with fans through its @ToyotaLatino channel.

“We thank the Hispanic community for making Toyota its favorite brand for 10 years, a milestone that reflects both their continuing loyalty and importance to us as a company,” said Jack Hollis, vice president of Toyota Division marketing at Toyota Motor Sales, U.S.A., Inc. “Beginning with our presence at the Supersonico festival, then continuing this year with the ‘More Than a Car’ campaign, we’ll thank our loyal customers for welcoming us into their families.“

"Every culture is unique and has something incredible to offer the community and business alike," said Ted Klarich, general sales manager at Burien Toyota. "The Hispanic community, and they really are family, plays such an integral part in our local community and our business. We are grateful for them."

Inside the event, Toyota-supported  musical artist Ximena Sariñana and the groups Bomba Estéreo and La Santa Cecilia will help bring Supersonico to life.