Toyota Announces New Spanish-Language Web Site toyota.com/espanol

    TORRANCE, Calif., Sept. 4 Toyota Motor Sales, USA, Inc.
(TMS) today announced the launch of toyota.com/espanol -- a unique
Spanish-language version of its popular toyota.com Web site.  The new site
will further enhance Toyota's strong relationship with the Hispanic community
and promote communication with this key consumer audience.
    At 35.3 million, Latinos now make up 12.5 percent of the U.S. population,
the second-largest minority group in the country.  They also have $425 billion
in combined purchasing power and more than 50 percent of Latinos use the
Internet.
    "Toyota understands that this is the fastest growing market segment," says
Steve Sturm, TMS vice president of marketing.  "We are constantly striving to
improve the consumer experience, so this tool offers us yet another way to
help one of our target markets make purchasing decisions."
    The site combines Spanish text with a unique, yet synergistic look, tone
and feel.
    "There is a preference out there among certain Latinos to obtain
information in Spanish because they connect with the language on an emotional
level," says Nancy Pendas-Smith, President of Conill Advertising, Toyota's
Hispanic agency of record.  "In fact, market research has shown that
Spanish-language advertisements are five times more persuasive than
English-language ads."
    Toyota already uses Hispanic print and broadcast mediums to deliver
Spanish-language advertisements and commercials, but the new Web site will
allow Toyota an opportunity to reach the ever-growing online population, says
Pendas-Smith.

    The site features three primary areas:

    *  New Models, Detailed product coverage for 16 models with a link out to
       the Prius site.

    *  Toyota Certified Used Vehicles

    *  About Toyota, The latest corporate news, coverage of Toyota operations
       and environmental issues as well as general background information on
       Toyota.

    Additionally, the site offers users the opportunity to link to Toyota
English sites for Dealer Locator, motorsports, employment opportunities and an
area where visitors can build their own model.
    During its first three months, toyota.com/espanol will feature a launch
promotion on the all-new 2002 Camry.  Later, the site will shift its marketing
focus towards the all-new Matrix; and offer additional services currently
available through Toyota.com.
    Besides updating product information, Toyota also plans to make continuous
improvements to the site, keeping up with the latest technology and expanding
content designed for Latino consumers.
    Visit the site at http://www.toyota.com/espanol.

    For further information, please contact:  Cindy Knight of Toyota Motor
Sales, U.S.A., Inc., 19001 S. Western Ave., Torrance, CA 90509,
+1-310-468-7608 or +1-310-468-5297, cindy_knight@toyota.com.

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