Toyota is launching a national Hispanic marketing initiative this month that will primarily utilize their Latino Facebook page in tandem with grassroots PR outreach and TV spots to get Latinos to order free limited edition, Latino heritage decals for their vehicles.

The series of limited-edition decals that can be affixed to vehicles are called somos muchos LATINOS.  somos muchos TOYOTA will come in nearly 100 different versions, touting cultures and expressions from all over Latin America. A few examples of the phrases available as decals include “somos muchos Chilenos … somos muchos HONDURENOS … somos muchos MEXICANOS…” The decals also include names such as “BORICUAS,” “PORTENOS” or “SINOALENSES” — popular descriptions given to people from specific geographic areas. They are complimentary through Facebook, and can be ordered at, a social media space dedicated to Hispanic Toyota enthusiasts.

“The aim of this campaign is to celebrate our loyal Latino customers,” said Tim Morrison, corporate manager of marketing communications for Toyota Motor Sales, U.S.A., Inc. “The campaign offers a unique way for our loyal customers to honor their cultural heritage while expressing pride in their Toyota vehicles.”

This enthusiasm is also captured in the campaign’s television spots, featuring short documentaries which illustrate customers’ reactions to the Toyota street teams handing out complimentary decals in cities across the country. In the spots, the decals are happily received as people affix them on their cars, bicycles, and even food trucks.

Toyota street teams will be distributing thousands of decals across the country at upcoming events including Mexican Bicentennial celebrations in Los Angeles, Houston and Dallas, as well as Hispanic Heritage Month events, cultural celebrations and festivals in Miami, New York and Chicago. Celebrities who will serve as ambassadors for the program will be revealed closer to the event dates.

For continued updates on the somos muchos LATINOS. somos muchos TOYOTA campaign and to order a complimentary decal, please visit or “like” Toyota Latino on Facebook.