Toyota Motor Sales Teams Up With Spanish-Language Radio Station Super Estrella to Raise Cash for Salvadorian Earthquake Victims

    TORRANCE, Calif., April 23 Toyota
Motor Sales, (TMS) U.S.A., Inc. has teamed up with Los Angeles
Spanish-language radio station Super Estrella 97.5 Y 103.1 to develop a
promotion to help raise money for victims of the 7.9 earthquake that hit
El Salvador on January 13.
    The promotion involves Super Estrella morning DJ personality,
"El Diablito," living in a Toyota ECHO until he can raise at least
$10,480 -- the price of a new ECHO.  The money will be donated to Food for the
Poor, a Florida-based charity dedicated to improving the quality of life in
Latin America and the Caribbean.
    "El Diablito" will be living, eating, and sleeping in a Toyota ECHO until
the cash is raised.  A Super Estrella guard will be posted next to the ECHO to
guarantee that he remains in the car 24 hours a day.
    The ECHO will be featured at various local Southern California events and
popular Latino nightclubs throughout the promotion, with "El Diablito" firmly
at the wheel, in the hopes of raising awareness and cash for the relief
effort.
    Listeners to Super Estrella 97.5 Y 103, and participants at the local
events, will be encouraged by "El Diablito" to donate what they can.  They
will also be invited to enter to win a brand new Toyota ECHO, courtesy of
Super Estrella.
    "This is a really great way of exposing ECHO to our young, Hispanic
consumers while raising money for the people of El Salvador," said Steve
Sturm, vice president of marketing for Toyota.
    "El Diablito," of Salvadorian decent, said he wanted to "contribute in
some way to help my fellow Salvadorians, and if that includes living in a car,
so be it.  It's a good cause and I'm happy to do so."

    About Toyota Motor Sales
    Toyota Motor Sales, (TMS) U.S.A., Inc. is the marketing, sales,
distribution and customer service arm of Toyota in America.  Toyota is
America's fourth largest carmaker and manufactures more than one million cars
per year in North America.  TMS is a wholly owned subsidiary of Toyota Motor
Corporation.  Toyota ADRs are traded on the New York Stock Exchange
Established in 1957, TMS oversees operations of more than 1370 Toyota and
Lexus dealerships in 49 states.  With approximately 6700 employees, Toyota
Motor Sales and its subsidiaries also are involved in distribution logistics,
motorsports R & D and the general aviation and recreational boating
industries.  The company's main Web site is http://www.toyota.com.

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