Toyota marks the Corolla’s 50th anniversary at Hispanicize 2016 with ‘Recorriendo Historias’ celebrating Hispanics’ affinity with the world’s best-selling car


Toyota returns to Hispanicize for a third consecutive year as official automotive and transportation sponsor to celebrate the 50th anniversary of the Toyota Corolla, the most popular nameplate for Hispanic consumers and the world’s best-selling car. The many memories and miles travelled throughout Corolla’s half-century will come to life via “Recorriendo Historias” activations at Hispanicize 2016 ( taking place from April 4-8, at the Hotel InterContinental Miami, as well as at other Hispanic-focused events throughout the year.

Toyota has been the top-selling automotive brand in the U.S. Hispanic market for more than 10 consecutive years. Moreover, one out of four new Corollas sold in the U.S. is bought by a Hispanic consumer. This year Toyota is celebrating Corolla’s 50th anniversary at Hispanicize—the country’s largest gathering of Hispanic social and digital media influencers, by asking attendees and the community at large to share their personal Corolla stories on social media using #Corolla50 and #VayamosJuntos.

“Through our first-hand interaction with Hispanic consumers at Hispanicize in the past, we have heard so many amazing Toyota Corolla owner and passenger stories—from family road trips, to first dates, to marriage proposals,” commented Patricia Salas Pineda, group vice president of Toyota’s Hispanic Business Strategy Group. “Behind these stories has been multi-generation brand loyalty largely based on high-quality, reliable, safe and affordable vehicles that meet the lifestyle needs of U.S. Hispanics. Corolla has made history. But most of all, it has left an imprint on its owners, and their stories are part of our success and the legacy that we want to share.”

Toyota will kick off the “Recorriendo Historias” celebration at Hispanicize with an interactive booth featuring a canvas-wrapped Corolla, where attendees will draw artistic representations of their memories with the brand for the chance to win great prizes. To celebrate the Corolla’s 50th anniversary, Toyota will also host a Ride & Drive for bloggers and journalists to experience the reliability and technology of the new Corolla while driving through scenic Key Biscayne; participate in panels; and sponsor the Tecla Awards, an event to honor excellence in U.S. Latino online video, blogging, media, and marketing.

“Toyota is not only an industry market leader, but also a true partner and supporter of the Hispanic community; we are proud to have them once again as a Hispanicize sponsor,” said Manny Ruiz, founder and creative director of Hispanicize.

Now in its seventh year, Hispanicize 2016 Week ( (#Hispz16) is expected to gather more than 2,000 of the nation’s most influential Latino professionals and is a launch pad for creative endeavors, new products, technologies, and more targeting the Latinos in the U.S. and Puerto Rico.

Known for its quality and style in one economical package, the Toyota Corolla went on sale in Japan November 1966, and came to the U.S. in 1968. As part of the world’s best-selling car celebration, Toyota will launch a limited edition model based on the sporty 2017 Corolla SE. The custom features will bring in exclusive colors, like Black Cherry, Classic Silver, and Blizzard Pearl, and details to celebrate the car with five decades of legacy. The limited edition Corolla will be available beginning fall of 2016 with only 8,000 vehicles to be sold in the U.S. In addition to the limited edition model, Toyota will continue elevating drivers’ stories as the true measurement of Corolla’s success.

To join the conversation and to share your Toyota Corolla story follow us @ToyotaLatino, and use #Corolla50 and #VayamosJuntos. Toyota is also celebrating all the Corolla milestones and drivers’ stories by hosting a sweepstakes with the opportunity to win a 2017 Corolla. See for rules and information.

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