Ricky Martin Helps Toyota Celebrate Hispanic Sales Milestone
Everyone knows that Toyota is a giant in the automotive industry. Year after year, the Japanese carmaker is named top retail brand in the US, and models like the Camry and Corolla remain at the forefront of their respective segments. But Toyota’s popularity runs deeper than that—it’s also the best-selling auto brand in the Hispanic market, and has been for a whopping 10 years.
To celebrate this milestone, Toyota sponsored a private show in Los Angeles with singer Ricky Martin, and invited loyal Hispanic Toyota owners from across the region. The event was well-attended and took place at Nokia Theatre L.A. LIVE.
“We wanted to thank them for making Toyota their favorite brand for the past 10 years. We couldn’t have found a more fitting partner than Ricky Martin who also understands the power of Latino loyalty,” gushed Jack Hollis, group vice president of Toyota Division marketing at Toyota Motor Sales, U.S.A., Inc.
This event follows on from Toyota’s successful “Más Que Un Auto” (or “More Than a Car”) campaign, which focused on the important role that its vehicles play in the lives of its Latino customers. Through this campaign, customers are able to order free personalized nameplates for their vehicles, so they can show to the world that their cars aren’t simply means of transport, but members of their families. So far, tens of thousands of people have taken advantage of this free service.
“In creating the campaign, our challenge was to find an idea that could truly express the love between the Latino consumer and the brand. For them, their Toyotas are almost members of their families. Once the team uncovered this insight, the execution took shape quickly,” explained Javier Campopiano, Chief Creative Officer at Conill, Toyota’s Hispanic marketing partner.
Toyota plans on keeping its title of number one automotive brand in the Hispanic market for many years to come—we’ll have to wait and see how the automaker celebrates after 20 years at the top!