30 YEARS IN MOTOCROSS LEADS TOYOTA INTO
JOE GIBBS RACING SUPERCROSS PARTNERSHIP

Automotive Leader Blazed Sports Marketing Trail in Motocross by Becoming
Synonymous with the Sport's Lifestyle

TORRANCE, CA, Feb. 19, 2009 - In the mid-to-late '70s, sports sponsorships and motocross were as raw and rugged as the dirt tracks of the sport itself. Seeking to build credibility and awareness for its truck line, Toyota recognized the synergistic relationship with dirt bikes and trucks among a loyal and active fan base. Fast forward 30 years, Toyota and motocross have both benefited from the partnership that now includes Toyota's official vehicle sponsorship of AMA Supercross.

Effective sports sponsorships enable a brand to build and affinity and loyalty among a targeted demographic. Over time, Toyota and its trucks have become part of the motocross subculture. Motocross was always about dirt bikes, motor oil and helmets, but today, trucks are every bit as engrained in the culture.

"Toyota recognized early on that it was important to connect with a targeted, passionate fan base," commented Les Unger, Toyota's National Motorsports Manager.
Over the years, Toyota has evolved into a brand that truly understands motocross' unique consumer base, with a truck line-up that features nameplates like the full size Toyota Tundra that truly resonate within this audience's more rugged and action-oriented lifestyle.

Recently, Toyota has raised the bar again in partnering up with one of the sports and racing world's most respected names, Joe Gibbs Racing (JGR). Gibbs has forged a legendary history as one of the NFL's greatest coaches, followed by his success in competitive racing as one of NASCAR's most successful Sprint Cup Teams. Now Gibbs has taken his legacy from the concrete ovals of NASCAR to the undulating dirt tracks of supercross with JGR MX under the leadership of his 36-year-old son, Coy Gibbs. Understanding the strength of the Gibbs legacy of leadership and success, Toyota wasted no time in forging a partnership that would bring the two leaders together.

"Toyota's been in supercross for more than three decades and is arguably the strongest brand name amongst motocross fans, so we were ecstatic when Toyota approached us about sponsoring JGR MX," said Gibbs. "While the funding they provide is critical, the company's understanding of the motocross culture and the unique needs of its teams and riders makes the partnership very valuable for us."

Throughout the years, as Toyota enjoyed record sales and increased consumer loyalty; the company sought new sports with similar potential. Action sports represented a new frontier and untapped market years ago. Toyota is now enjoying similar success with its primary sponsorship of the popular Summer and Winter Dew Tour action sports series. The brand's affiliations with leading action sports stars including Bob Burnquist, Jamie Bestwick, Greg Lutzka, and Andreas Wiig among others have provided additional credibility.

"These sponsorships are critical to our strategy of earning long-term loyalty with consumers, and that begins with younger consumers for whom these sports are of paramount interest," said Keith Dahl, Toyota's National Marketing Manager. "We see the action sports platform as the beginning of a life-long consumer relationship, where we can appeal to them at every stage of life with most high-quality and reliable products that never let them down."

While Toyota's interests are multi-faceted and focused on building and maintaining brand loyalty, for Coy Gibbs and his JGR MX crew, it's simply about one thing: winning.
"We understand Toyota's goal in reaching and earning the loyalty of die-hard motocross fans, and the best way we can help them is by getting to the podium week in and week out," said Gibbs. "We're off to a good start this season, and we know it will take time and hard work to ultimately realize a championship, but with Toyota's support, we intend to get there."

About Toyota Motor Sales, U.S.A., Inc.
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of more than 1,400 Toyota, Lexus and Scion dealers. Toyota directly employs over 36,000 people in the U.S. and sold more than 2.2 million vehicles in 2008. For more information about Toyota, visit www.toyota.com , www.lexus.com , www.scion.com or www.toyotanewsroom.com .