Toyota Celebrates Hispanic Loyalists with Book Tribute

Toyota has launched The Book of Names, a limited-edition hardcover publication celebrating the loyalty and spirit of its Hispanic car owners.

As a tribute to its Hispanic car owners, Toyota has released a hardcover illustrated publication titled The Book of Names. The move is a gesture to commemorate the marque as it enters its twelfth year as the best-selling automotive brand amongst said group in the United States.

The limited-edition book contains the thousands of monikers shared with the brand during its Más que un Auto loyalty campaign in 2014—a theme that translates to More than a Car. It also features engaging stories and fin facts behind some of the most popular vehicle names.

The push was launched to celebrate a decade of excellence, and empower owners to name their cars with a custom badge affixed on their vehicles. About 150,000 badges have been ordered since. The campaign resulted in the most user-generated social content in Toyota’s history.

The live reveal featured readings by actress, Rosario Dawson (pictured); TV hosts and actresses, Chiquinquira Delgado and Ximena Córdoba; and People en Español’s Editor-in-Chief, Armando Correa. There were also performances by La Santa Cecilia and top disc jockey, Alex Sensation.

Guests can access an iBook version of The Book of Names online, order their own personalised badge, and add their unique car-naming story and photo. They will receive a story link to share with family and friends. Some of the best stories enrolled will be added to the digital version.

“The campaign provided a unique way to recognise car-love connections. The book represents a tribute to the spirit of Hispanic owners and our genuine appreciation for them,” said Mia Phillips, National Manager for Brand, Multicultural, and Crossline Marketing Strategy at Toyota.