• by Tanya Gazdik , February 25, 2025

Toyota Motor North America is launching several new marketing initiatives simultaneously.  

First, the automaker has tapped Hispanic media company Sonoro in collaboration with its Hispanic marketing partner Conill to produce a seven-episode branded video podcast series centered on Latin music artists. “Chasing Sueños” is available on Spotify, Apple Podcasts and all major podcast platforms.

The series, presented by Toyota Corolla, features intimate, in-depth conversations with some of the most influential Latin artists today, hosted and executive produced by Latin music mogul AJ Ramos.

Tied to the brand's campaign that champions Latinos' perseverance, the Toyota Corolla takes center stage in a special audiovisual episode, blending storytelling with product promotion.

Meanwhile, the automaker aims to redefine motorsports fandom with a campaign from Saatchi & Saatchi that debuted in conjunction with the Daytona 500 and runs through the end of the season in November. 

The effort aims to introduce the Toyota Gazoo Racing North America brand to a wider audience, bringing fans closer to the racing action.

The campaign features the catchphrase "You In?" and kicks off with three spots, with additional creative going live throughout the remainder of the season. 

“Up to Speed” highlights Toyota’s racing legacy across all circuits, while “Big 3” features powerhouse NASCAR teams 23XI Racing, Joe Gibbs Racing and Legacy Motor Club. “Anime to Reality” showcases Toyota’s collaboration with artist Kyle Monteiro, merging anime artistry with high-speed racing.  

Finally, the automaker is partnering with the National Ability Center to launch Toyota Mountain of Dreams, a multiyear initiative that aims to open the slopes to individuals with disabilities who never imagined skiing or snowboarding could be within their reach.

The NAC and Toyota are currently developing additional activations and clinics and year-round programming opportunities. 

A key aspect of the program is the Toyota Mountain of Dreams Mentorship Ski Clinics. Experienced athletes, like Paralympian Zach Miller, will mentor newcomers.