The Book of Names: A Toyota Love Story

This publication celebrates the long lasting spirit and loyalty of Hispanic Toyota owners.

Love comes in many ways and forms, but for the Hispanic Toyota owners this love is reflected in the form of their cars. They gave so many imaginative nicknames to their cars, from “Piñata”, “Magic Bus”, “Rocker,” to “Gorilla” illustrating their special connection to their vehicles.

This is Toyota’s 12^th consecutive year as the best selling brand among the U.S. Hispanic population. In the Book of Names, Toyota is honoring the inspirational guests. This is a limited hardcover edition with illustrations.

The Book was displayed on a red carpet event in February in Los Angeles, California.

In the Book of Names there are thousands of nicknames shared by the owners of Toyota with the brand during their Más Que Un Auto (More Than A Car) loyalty campaign. Here are some interesting stories and amusing details that are behind those popular nicknames.

Actress Rosario Dawson promoted the live book with in-person readings. There were also TV hosts and actresses Chiquinquira Delgado and Ximena Córdoba, People en Español’s editor-in-chief Armando Correa, as well as special performances by the GRAMMY-award winning band La Santa Cecilia and top U.S. DJ, Alex Sensation.

“Más Que Un Auto provided a unique way to recognize the car-love connections that exist for our guests,” said Mia Phillips, national manager of Brand, Multicultural & Crossline Marketing Strategy for Toyota. “It has been an amazing journey, with so many people sharing clever and touching stories with us. The Book of Names represents an enduring tribute to the loyalty and spirit of Hispanic owners and Toyota’s genuine appreciation for them.”

The hardcover of The Book of Names is accessible online at www.masqueunauto.com.

In addition to this, guests have the option to order their own personalized badges. Guests will get a link to share their story with family and friends. Also, the best stories will be added to iBook. This publication will be accessible to purchase on www.toyotaoutfitters.com while supplies last.

Más Que Un Auto was launched by Toyota in 2014, celebrating ten consecutive years being the number 1 automotive brand among the Hispanic population. This campaign allowed their owners to give their cars names, receive custom badges that can be put on the car. From that time, 150,000 badges were ordered nationwide. This campaign developed in one of the most user-generated social and online content in Toyota’s history.

The Book of Names and Más Que Un Auto was made in association with Conill, Hispanic marketing partner of Toyota.  “This has been an incredible story of love since the beginning,” said Conill Chief Creative Officer Diego Yurkievich. “What began as a sincere form of recognition has transformed into a collective movement fueled by the passion of Toyota owners. This campaign far exceeded all expectations and is a source of ongoing inspiration.”