Toyota Debuts "Highway to the Future: Mobile Hybrid Experience"

January 10, 2007
Highway to the Future: Mobile Hybrid Experience 1

January 10, 2007 - Torrance, Calif. – Toyota Motor Sales (TMS) , U.S.A., Inc. announced today it will launch a nationwide tour called "Highway to the Future: Mobile Hybrid Experience," designed to provide consumers with a firsthand opportunity to experience automotive hybrid technology.

The tour debuts Jan. 11 at the San Jose International Auto Show and will travel to more than 150 events throughout the country during the next 18 months. Consumers will have an opportunity to test Toyota's Hybrid Synergy Drive system and learn about hybrid technology through a number of interactive educational exhibits and test drives.

"Most people have heard of hybrid technology and probably have a vague idea of how it works, but few have actually driven a hybrid and or taken an up-close look at its operation," said Celeste Migliore, Toyota's National Manager, Advanced Technology Vehicles. "This tour allows consumers to learn more about the technology behind this system and the benefits of hybrid vehicles."

Highway to the Future: Mobile Hybrid Experience is designed to provide attendees with the opportunity to get behind the wheel of the Prius, Camry Hybrid and Highlander Hybrid to experience Toyota's Hybrid Synergy Drive system for themselves. In addition to the on-road activities, the exhibits serve as a mobile museum to the environment and alternative fuels.

There are four distinct interactive learning areas within the exhibit.
• "Alternative Fuels: Fueling the Future," identifies the differences in the various types of alternative fuels and how they are produced.
• "Environment and Resources: Small Steps, Big Difference," shows attendees what they can do to make a difference to the environment.
• "The Prius Driving Experience" simulates the current Hybrid Synergy Drive technology allowing visitors to interact with system while on-screen instructions offer driving tips.
• "Hybrid Technology: Not All Hybrids are Created Equal" exhibit gives visitors a better understanding of the various hybrid technology options on the market and how hybrids benefit the consumer and the environment.

The hybrid experience offers more than just interesting educational activities. It is designed to minimize its own environmental impact. Toyota will plant more than 50,000 trees in honor of those visiting the experience in conjunction with the National Arbor Day Foundation. These trees will help offset the "carbon footprint" of the trucks transporting the tour across the country and will continue to have a positive impact on the environment for years to come.

Toyota's Highway to the Future: Mobile Hybrid Experience will travel to more than 150 events across the 48 contiguous states during the next 18 months. For more information or the schedule of events please visit

About Toyota
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion in the United States, marketing products and services through a network of 1,427 Toyota, Lexus and Scion dealers in 49 states. Established in 1957, TMS and its subsidiaries also are involved in distribution logistics, motorsports, and research and development.

Our Highway to the Future: Mobile Hybrid Experience Partners:

3form is the leading manufacturer and provider of award winning, eco-friendly resin-based materials and solutions for the Architecture + Design industry. Established in Salt Lake City in 1991, 3form provides a forward-thinking approach to the use of its materials within various architectural systems - ranging from wall paneling to complex decorative shapes. In challenging both material limits and traditional spatial concepts, 3form Architectural provides breakthrough architectural solutions and services for fabricating architects’ most challenging installations.

National Arbor Day Foundation
The National Arbor Day Foundation is a nonprofit, environmental education organization of nearly one million members, with a mission to inspire people to plant, nurture, and celebrate trees. More information on the Foundation and its programs can be found at

George P. Johnson (
Established in 1914, GPJ is one of the foremost experience marketing agencies in the world. Named one of Advertising Age’s "Top 25 Marketing Agencies" it provides a full suite of relationship-building event, exhibit and live experience solutions through which it helps Fortune 500 and other premiere companies bring their brands, services and products to prospects and customers around the globe. GPJ provides integrated experience marketing strategy, creative, data, and execution services through 19 offices: event marketing services and full-scale production facilities in Auburn Hills, Mich.; Torrance, Calif.; Stuttgart, Germany; and Sydney, Australia; and event marketing services offices in Boston, San Francisco, London, Stuttgart, Tokyo, Beijing, Shanghai, Singapore, Seoul Bangalore, India and more. GPJ made history in 1998 when IBM became the first Fortune 10 company to consolidate its global event marketing program into one agency, naming GPJ as their event marketing agency of record. As a result of its work with IBM, GPJ earned the first EX Award for "Best Global Business-to-Business Event Marketing."

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