National Hispanic Heritage Month

Toyota is proud to celebrate National Hispanic Heritage Month, Sept. 15 - Oct. 15, paying tribute
to the generation of Latino Americans who have helped enrich and shape our nation and our
communities.

Hispanic Heritage Month was first recognized in 1968, recognizing the anniversaries of
independence in the month of September of eight Latin American countries - Mexico, Chile,
Belize, Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. Today, there are more
than 55 million Latinos in the U.S., accounting for 17 percent of the nation's total population, and
nearly 40 percent of California's population.

The Hispanic community has profoundly influenced the U.S. through its culture, rooted in family,
faith, hard work and customer loyalty. Toyota can attest to this, as the number one automotive
brand in the Hispanic market for more than 17 years.

As a brand driven by diversity and inclusion, Toyota embraces the many cultures and customs its
customers represent. Through the years, Toyota has understood the importance of engaging
with the Latino community and created culturally relevant and in-language campaigns that
engaged them through everyday life experiences. As we celebrate National Hispanic Heritage
Month, we invite you to learn more about Toyota's footprint in the Latino community, including:

Happy National Hispanic Heritage Month!
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