Toyota sponsored the 2013 La Raza annual conference in New Orleans last weekend and gave away a new Rav4 to show its appreciation of the Hispanic community.
At the 2013 National Council of La Raza (NCLR) Annual Conference, the automaker touted the contributions of Latina entrepreneurs and gave away a brand-new RAV4 to a contestant who best answered a question about what she would do with the new car.
It was Toyota's 14th year of sponsoring the conference.
In a speech at the Latinas Brunch, Bob Carter, Toyota Motor Sales U.S.A. Inc. senior vice president of automotive operations, recognized Rosa Santana, an outstanding Latina entrepreneur who runs a successful human resources business with clients in the U.S. and Mexico. She is a major supplier for Toyota thanks to the company's Opportunity Exchange program, according to a news release.
"The Hispanic community has a steadfast friend in Toyota," said Mr. Carter. "We know that we can't be successful in this country unless we partner with Latinos and Latinas like Rosa Santana."
Toyota spends more than $1 billion a year with minority and women-owned businesses, he added.
"Latinos buy more Toyotas than any other automotive brand, a ranking we have enjoyed since 2004," he continued. "Believe me, Toyota does not take your loyalty for granted."
To show its appreciate for Hispanic patronage, Toyota gave away a 2014 RAV4 to Amparo Nunez, who answered the question, "Where would you go in the new RAV4 and why?" by saying she would transport migrant workers in her remote farming community to the city to seek medical care.
Mr. Carter presented the vehicle with the keys during the Latinas Brunch.
At Toyota's booth at the National Latino Family Expo, meanwhile, Grammy-winning singing star Jon Secada met fans and signed autographs while the company showed off its 2013 models of the Toyota Tundra, Camry and Prius and the 2014 Corolla.
Toyota (NYSE: TM) has been operating in the U.S. since 1957, where it operates 10 manufacturing plants and employs some 31,000 workers. It estimates the present value of its U.S. investment at more than $19.5 billion, including sales and manufacturing operations, research and development, financial services and design.
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