Tag Archives: Latino

Celebrating Hispanic Heritage Month: TODOS Drives Prosperity, Power, and Progress

As a new Toyota employee, Gustavo Ramirez wanted to connect with other Latino and Hispanic colleagues. The Toyota Organization for the Development of Latinos (TODOS) provided him with the perfect opportunity.

Ramirez joined TODOS within a month of starting at Toyota to learn about different Latino cultures, network with fellow employees, and make a positive impact on the community through volunteer activities organized by TODOS.

Since joining TODOS in 2019, Ramirez, now working as a corporate development and governance consultant for the Americas Oceania region at Toyota Financial Services (TFS), has participated in various activities and community-based initiatives. This includes mentoring middle and high school students from West Dallas.

“It has been amazing to see how the kids have matured and gained confidence over the past four years,” he says.

Many others join TODOS for similar reasons. For the past 20 years, the group has provided resources and support to Toyota’s Latino employees and allies, enabling them to support each other, the company, and the communities they serve.

This year’s theme for Hispanic Heritage Month is “Mobility for TODOS: Together Driving Prosperity, Power and Progress for Latinos at Toyota.” This theme reflects the BPG’s efforts and goals for the upcoming year.

TODOS’ chair, Chris Devlin, highlights the focus on Hispanic Heritage Month and the second annual TODOS symposium. The symposium, organized by the TODOS North American Advisory Council (NAAC), brings together TODOS chapters from across North America to discuss important topics.

Driving Community Efforts
In addition to discussing and addressing important issues within the Latino community, TODOS hosts community-based events to serve and assist local residents. For example, TODOS members organize lake cleanups near L.G. Pinkston High School and the West Dallas STEM School, both supported by Toyota.

“We mentor students from these schools through our E3 Mentorship Program,” says Devlin. “Cleaning up the area where some of the kids we mentor live is very meaningful.”

Buckle Up for Life, a national car seat safety program, partners with Toyota and Children’s Health to provide child passenger safety education, free car seats, and installation assistance to families in need across Dallas. TODOS supports their efforts to ensure every child has the appropriate car seat for their age, height, and weight.

Steering Career Advancement
TODOS not only encourages its members to give back through community service and volunteering but also supports and promotes the careers of Latino employees at Toyota.

Devlin explains their advocacy for more Latinos in leadership positions and increased leadership training for current members. TODOS also focuses on providing career development tools and improving content and events related to professional development. The organization celebrates the success of its members who have been promoted or assumed new roles within the past year.

Complementing Toyota Principles
Devlin emphasizes that TODOS supports Toyota’s overall goals regarding community support.

Devlin and Ramirez are proud TODOS members and are committed to supporting Toyota and the community.

“Everything we do revolves around making Toyota the best place to work, and we are proud to represent the company during community events,” says Devlin. “We reflect Toyota’s principles and approach everything with humility and the expectation of being the best at what we do.”

Toyota’s Successful Gold Cup Campaign

Tundra supports Latino small businesses and their communities

PLANO, Texas (July 20, 2023) – The 2023 Concacaf Gold Cup concluded in Los Angeles, Calif., with enthusiastic fans cheering for their favorite teams. Toyota, the official automotive sponsor of the tournament, showcased the powerful Toyota Tundra at the games.

Building on the success of last year’s “Born to Lend a Hand” campaign, Toyota launched a multi-faceted marketing effort focused on empowering small businesses. Throughout the tournament, Toyota connected with and shared the stories of Latino small business owners, highlighting its dedication to the community and the reliability of the Tundra.

“Soccer holds a significant place in Hispanic culture, bringing together diverse generations as they support their beloved teams,” said Russ Koble, Senior Manager of Sports Sponsorships at Toyota Motor North America. “We were thrilled to be part of the Gold Cup tournament once again and share the journey with small businesses and local artists.”

The Gold Cup stage featured various businesses through video board mentions, field signage, and public announcements. At select games, the Tundra towed in small businesses to participate in the action. In Dallas, Castillo’s Barbershop and Hola Café were showcased. These businesses showcased their services and products to fans during pre-game activities. More information about the businesses featured during the tournament can be found at https://www.toyota.com/espanol/brand/.

Toyota also partnered with soccer legend Luis “El Matador” Hernández, a former Mexican National team player, who shared his inspiring story and helped promote support for Latino small businesses during the tournament. In Dallas, Texas, on July 8, Hernández posed with fans and the Gold Cup trophy outside the stadium.

Exciting Fan Zone and Trophy Appearances
Attendees at the Gold Cup enjoyed a lively pre-game Fan Zone, featuring the Toyota Fútbol Club. This engaging area offered games, music, and locally curated soccer-themed artwork to entertain soccer enthusiasts of all ages. Fans also had the opportunity to take photos with the Gold Cup Trophy at select venues.

The campaign was executed through various channels, including broadcast, digital, and social media platforms, as well as on-site activations. The sponsorship and creative elements were developed by Conill, Toyota’s Hispanic marketing partner.

This marks Toyota’s fourth consecutive Concacaf Gold Cup as the official automotive sponsor. The tournament featured the best teams from North America, Central America, and the Caribbean. In 2024, Toyota will also be part of the inaugural Women’s Gold Cup tournament, adding to the excitement.

About Toyota

Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. for more than 65 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our nearly 1,500 dealerships.  

Toyota directly employs more than 49,000 people in the U.S. who have contributed to the design, engineering, and assembly of more than 33 million cars and trucks at our nine manufacturing plants. By 2025, Toyota’s 10th plant in North Carolina will begin to manufacture automotive batteries for electrified vehicles. With more electrified vehicles on the road than any other automaker, Toyota currently offers 24 electrified options.

Through its Driving Possibilities initiative, the Toyota USA Foundation has committed $110 million to create innovative educational programs within, and in partnership with, historically underserved and diverse communities near the company’s 14 U.S. operating sites.