Toyota Statement in Response to Remarks by Reverend Jesse Jackson

    TORRANCE, Calif., May 22 Toyota Motor Sales (TMS) USA,
Inc. issued the following statement in response to concerns expressed by Rev.
Jesse Jackson, president of the Rainbow/PUSH Coalition, regarding a particular
Toyota marketing promotion:
    The promotional piece referred to by Reverend Jackson was one of three
free postcards, intended to present the new RAV4 sport utility vehicle as a
style statement to a young and very trendy audience.  As an emerging trend,
"tooth art" is associated with other leading-edge fashion statements, such as
body jewelry and tattoos, especially in the entertainment world.  The image
was selected for one of the postcards because it combined a warm smile with a
leading-edge fashion statement.
    This item was distributed in racks located exclusively in nightclubs,
coffeehouses and other establishments favored by the young and
style-conscious.  The card was not aimed at the mass market nor to a specific
ethnic group, but intended to communicate RAV4's styling to a youthful
audience through personal expression.
    Because the image could evoke negative imagery, especially among different
generations, Toyota voluntarily cancelled the campaign on May 14, before the
company learned of any concerns from Rainbow/PUSH.  All remaining cards have
been pulled from distribution racks.  Toyota and its advertising agency had no
intention of creating negative or stereotype imagery, and extend sincere
apologies to anyone who was offended by the promotional item.
    Toyota is proud of its long-standing commitment to create a corporate
culture of inclusion.  In addition, the company has made great strides in its
ongoing efforts to increase the number of minority-owned dealerships.  While
overall dealer count has remained relatively unchanged, the percentage of
minority-owned Toyota and Lexus dealers has increased by more than 20 percent
since 1998 and compares well with the auto industry in general.
    Toyota Motor Sales, USA is disappointed that Reverend Jackson has focused
on a regrettable error in creative judgement and overlooked a solid overall
record of proactive, continuous progress and Toyota's ongoing commitment to
diversity.

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