Cirba Solutions Helps Toyota Expand Battery Recycling Network to Nationwide Program

 

• Agreement with Cirba Solutions includes battery collection, storage, testing and processing to support the growing EV market
• Expected to reduce Toyota’s overall end-of-life battery transportation and logistics costs by 70 percent, while also reducing transportation-related emissions
• Up to 95 percent recovery rate expected to extract critical minerals

Furthering its mission to create a closed-loop battery ecosystem while working toward its carbon neutrality goals, Toyota Motor North America (Toyota) today announced that it is expanding its battery recycling network with a new collaboration with Cirba Solutions, a premiere battery recycling materials and management company. The agreement enhances Toyota and Cirba Solutions’ growing relationship by expanding Toyota’s battery recycling network and optimizing its logistics network for end-of-life electrified vehicle battery collection, including those from hybrid (HEV), plug-in hybrid (PHEV) and battery electric vehicles (BEV).

“Cirba Solutions’ large and well-established transportation and recycling network ensures Toyota has nationwide battery collection and recycling to reduce both our costs as well as our operational carbon footprint,” said Christopher Yang, group vice president, Business Development, Toyota Motor North America. “This moves us closer to our ultimate goal of creating a sustainable, closed-loop ecosystem for our automotive batteries.”

As one of the largest battery recycling companies in North America, Cirba Solutions has extensive experience and offers a coast-to-coast collection and recycling network. Toyota’s collaboration with Cirba Solutions will focus on the collection, transportation, dismantling and processing of end-of-life lithium-ion electrified vehicle batteries from the Midwest and East Coast regions. Processing will take place at Cirba Solutions’ Lancaster, Ohio facility, which recently received an $82+ million Department of Energy grant as part of the Bi-Partisan Infrastructure Law. This facility will use advanced technology to extract critical minerals from scrap and end-of-life batteries with an up to 95 percent recovery rate, then supply battery-grade metals back into the supply chain.

“Our collaboration with Toyota helps move toward a long-term vision of a sustainable closed-loop battery supply chain. With aligned purpose, and Toyota’s growing electric vehicle line-up in North America, we are proud to be a partner,” said Jay Wago, chief commercial officer at Cirba Solutions.

Toyota currently collects approximately 25,000 used automotive batteries, primarily nickel-metal hydride batteries found in its hybrid electric vehicles, from its dealership network each year, and expects the number of batteries, particularly end-of-life lithium-ion batteries, to rise as the number of battery electric vehicles it sells increases in the future. Through the agreement with Cirba Solutions, Toyota expects to reduce its overall transportation and logistics costs by at least 70 percent from reducing the average miles driven for collection and recycling from 1,251 to 582, based on 2022 data, and by focusing on the Midwest and East Coast regions. In some cases, such as the Cincinnati region, the new recycling collaboration should reduce the total mileage driven for these activities by approximately 94 percent. In addition, the company expects that by reducing the amount of miles driven for collection and recycling activities, it will be able to make a significant reduction in transportation-related emissions as well.

Globally, Toyota has been the number one seller of electrified vehicles for more than 25 years, and, in North America, Toyota has sold more than 6.2 million combined PHEVs and HEVs since 2000. With decades of electrified vehicles in the market, Toyota is focused on how to recycle, remanufacture, or repurpose automotive batteries used in Toyota’s electrified vehicles that have reached the end of their life, a number that is set to increase in the coming years. In fact, Toyota forecasts that its end-of-life batteries will likely double by 2030.

The company also has a new plant for automotive batteries, Toyota Battery Manufacturing North Carolina (TBMNC), currently under construction that is anticipated to go online in 2025 and has a total announced investment of nearly $14 billion. Originally announced in 2021, the North Carolina facility will have a phased ramp up for production and will support the creation of more than 5,000 new jobs to support vehicles assembled in North America.

Toyota Shares Progress on Environmental Sustainability Targets in 2023 North American Report

 

• Toyota identifies contributions towards United Nations’ Sustainable Development Goals (UN SDGs)
• Standout areas include Carbon and Biodiversity

Today, Toyota Motor North America announced the availability of its 2023 North American Environmental Sustainability Report. Covering Toyota’s activities in the United States, Canada, and Mexico, the report has been published annually since 2002. The 2023 report highlights Toyota’s environmental strategy, shows progress on contributions to the UN SDGs, reviews the company’s progress toward its four priority issues (Carbon, Water, Materials, and Biodiversity), provides data that is organized in an environmental metrics table, and, finally, offers a Global Reporting Initiative (GRI) content index with disclosures in reference to GRI standards.

This year’s report was updated and streamlined to include additional data metrics tables to help stakeholders better understand the company’s progress on its environmental sustainability goals across its operations and product lines in North America. 2023 was an important year as it marked the halfway point to the United Nations’ 2030 Agenda. The UN SDGs form the foundation of the 2030 Agenda, which is a 15-year plan to transform our world for the better.

“The 2023 report serves as a reflection of our current state, showing that we have made progress in some important and key areas, like Carbon and Biodiversity, and we expect things to accelerate as we move into the 2nd half of the 2030 Agenda,” said Kevin Butt, director of Environmental Sustainability, Toyota Motor North America. “Achieving our goals is no easy task and will require even greater collaboration and commitment from our team members, suppliers, dealers and other partners – and we are committed to taking on the challenge.”

The 2023 report is prefaced with a letter to the reader introducing them to or reminding them of Toyota’s stated mission to “produce happiness for all.” After explaining how that mission is linked to the UN SDGs as well as Toyota’s vision of “mobility for all,” the letter then highlights key SDGs where Toyota has realized significant contributions in alignment with its four priority issues, including Goal 6: Clean Water and Sanitation, Goal 7: Affordable and Clean Energy, Goal 12: Responsible Production and Consumption, Goal 13: Climate Action, and Goal 15: Life on Land.

Some of the highlights of the 2023 North America Environmental Sustainability Report include:

Carbon

• 66% of Toyota and Lexus models available for purchase in North America now have an electrified option, and more are on the way.
• Explore Toyota’s electrified lineup here. 

Water

• 132 million gallons of water was released to the Hardy River as part of a partnership with the Nature Conservancy to restore water to the Colorado River Delta Water.
• Discover how Toyota operations conserve water here. 

Materials

• Achieved a 15% reduction in the weight of single-use packaging procured between FY2018 and FY2023.
• 93% of all waste was recycled, reused, or repurposed in 2022.

Biodiversity

• 10,337.9 acres of pollinator habitat have been developed in collaboration with Pollinator Partnership (P2) and the National Environmental Education Foundation (NEEF), in line with previously announced commitments. For more information on Toyota’s biodiversity efforts, read the recent story published about Toyota’s partnership with P2 — Toyota’s Blossoming Commitment: Nurturing Biodiversity Through Bees and Butterflies.
• Toyota continues to partner with Wildlife Habitat Council® (WHC) to implement conservation programs at 14 sites in North America, including nine assembly and engine plants. These programs have achieved WHC’s voluntary Conservation Certification standard, which aims to enhance biodiversity and promote conservation education on corporate landholdings. For more on our work with WHC, see our story on the Indicator Species Project.

To stay informed about the progress of ongoing projects and for real-time updates or feature stories, visit Toyota’s Environment Sustainability website. The site offers a comprehensive view of agreements, announcements, and initiatives, showcasing the dynamic nature of Toyota’s environmental sustainability journey.

LOOKING AHEAD

Toyota remains resolute in its dedication to taking the right steps and implementing a phased approach to achieve the Toyota Environmental Challenge 2050. Through its investments and strategic partnerships, Toyota remains confident that its trajectory will evolve, propelling it closer to its four key focus area aspirations.

To view the complete 2023 North American Environmental Sustainability Report, visit Toyota’s Environmental Sustainability website.

2023 Toyota Year in Review: Helping Build a Better World

 Driven by its values of continuous improvement and respect for people, Toyota Motor North America (TMNA) made the most of 2023.

In 2023, Toyota made it a year to remember with accomplishments and key milestones that showed the company’s advances in the future of mobility. Whether it was following its values of continuous improvement or respect for people, or through product and technological innovations, Toyota took bold steps forward, with electrification and sustainability taking center stage.

To celebrate Toyota’s people, products and values, here’s a look back on what Toyota accomplished in 2023:

The Road to Carbon Neutrality
This year was an exceptional one for electrification and taking steps toward carbon neutrality. Toyota announced efforts to expand electrified vehicle development capability in the U.S. with a new automotive battery lab at its North American R&D headquarters in York Township, Michigan. Planned to open in 2025, the lab will evaluate batteries for both all-electric and hybrid, including plug-in hybrid electric, vehicles, as well as support Toyota manufacturing at plants in North Carolina and Kentucky. To further ramp up the production of battery electric vehicles (BEVs), LG Energy Solution signed an agreement with Toyota to supply 20-GWh of lithium-ion battery modules to be used in Toyota BEVs that will be assembled in in Kentucky.

TMNA and FuelCell Energy, Inc. announced the completion of construction for the first-of-its-kind “Tri-gen system,” which produces renewable electricity, renewable hydrogen and water from directed biogas. Tri-gen is an example of FuelCell’s ability to scale hydrogen-powered fuel cell technology, an increasingly important energy solution in the global effort to reduce carbon emissions.

In April, Toyota announced it was granted a Zero Emission Powertrain (ZEP) Executive Order from the California Air Resources Board (CARB) for its new heavy-duty fuel cell electric powertrain, offering an alternative for companies looking to transition their fleets to zero-emission vehicles. Then, in May, Toyota and PACCAR, the truck original equipment manufacturer, announced plans to integrate Toyota’s fuel cell modules and powertrain kits into Kenworth and Peterbilt Class 8 heavy-duty trucks.

To put Toyota’s sustainability efforts to the test, engineers and data scientists at the software company Toyota Connected North America (TCNA) conducted a week-long study about “eco mode” to show how drivers of different kinds of vehicles can contribute toward carbon reduction. The estimated collective impact of the emissions reduced by study participants was the equivalent of 5,091 gallons of gasoline saved!

Below, read more about Toyota’s electrification and carbon neutrality progress in 2023:

• Toyota Launches ‘Electrified Diversified’ Beyond Zero Campaign
• Which Toyota Electric Vehicle is Right for You?
• Toyota Research Institute of North America Recognizes 15 Years of Accomplishments
• Toyota ‘Empact’ Vision Addresses Sustainability, EV Charging Equity in Underserved Communities
• “Uno” Looks to Provide Toyota with More Ways to Fight Carbon
• Collaborations Show There’s More to Electrification Than BEVs

An Eye on the Environment

In renewable energy progress related to company operations, Toyota announced its enrollment in MIGreenPower, DTE Energy’s voluntary renewable energy program. The program puts the company’s Michigan operations on a path to attribute 100% of its electricity use to renewable energy projects starting in 2026, including the R&D headquarters in Ann Arbor, along with six other facilities across Washtenaw County. Elsewhere, Toyota Motor Manufacturing Kentucky announced that it agreed to offtake 100 megawatts of electricity generated as part of a new power purchase agreement with Savion and the Martin Country Solar Project, a project that converts a brownfield coal mining site to produce clean, renewable solar energy.

In alignment with its sustainability goals, Toyota announced and started programs in conjunction with external community partners, such as Jane Goodall’s Roots & Shoots youth program, focusing on growing engagement to raise awareness of biodiversity in local communities around several Toyota manufacturing plants.

For the latest information on the company’s environmental sustainability strategy and performance, check out the 2024 Toyota North American Environmental Sustainability Report. Additional stories can be found on Toyota’s Environmental Sustainability website, like these:

• Collaborating for Clean Energy at Toyota’s North Alabama Engine Plant
• Toyota Manufacturing Plants Help Further Realize the Company’s Commitment of Respect for the Planet
• Toyota West Virginia Never Sheepish on Ren-EWE-able Energy
• Solar Power Continues to Bloom at Toyota West Virginia
• Toyota’s Blossoming Commitment: Nurturing Biodiversity Through Bees and Butterflies

All New, All Year
CALTY, Toyota’s design research studio (Calty), celebrated its 50th anniversary in 2023 and as part of the milestone, announced a surprise reveal of the Baby Lunar Cruiser Concept, the latest in a long line of innovative ideas dreamed up by the Calty design team.

Two Toyota legends were announced as all-new for the 2024 model year, with a return of the iconic Land Cruiser and a complete redesign of the beloved Tacoma.

The Land Cruiser made its triumphant comeback as a high-quality off-roader that leans into its roots as a highly capable utility vehicle – all while sporting a throwback design. It will be available in three grades: Land Cruiser 1958, Land Cruiser, and the limited run Land Cruiser First Edition. And it will be exclusively powered by an i-FORCE MAX turbocharged 2.4-liter four-cylinder hybrid powertrain that produces up to 326 horsepower and 465 lb.-ft. of torque.

The Tacoma, champion of the midsize pickup truck market, was also unveiled as all-new for 2024. Entering its fourth generation, the new Tacoma is completely redesigned from the ground up with a new frame, body style, new powertrain options, including an i-FORCE 2.4L turbo and i-FORCE MAX hybrid, as well as interior, suspension, technology updates, and more. Tacoma will be offered in numerous grades and configurations for its new generation, with i-FORCE MAX models going on sale in December of 2023.

Both models were also on display at Toyota’s SEMA showcase this year, where the Tacoma won the 2023 SEMA Midsize Truck of the Year award. At the show, Toyota debuted a modernized X-Runner Concept, that was a throwback to the street trucks of the early 2000’s. Based on the all-new 2024 Toyota Tacoma, the concept was equipped with a twin-turbo V6 capable of 421 horsepower and 479 lb-ft of peak torque, making it a worthy of any enthusiast’s dreams. Toyota also debuted the “TRD Pro Time Attack,” a high-speed, off-road simulator created by TCNA. The game showcased the innovative IsoDynamic Performance Seats found in the all-new 2024 Toyota Tacoma TRD Pro.

In addition, the first-ever 2024 Grand Highlander also made its world-premiere in 2023 and went on sale over the summer. Substantially designed by Calty and exclusively assembled at the Toyota Motor Manufacturing plant in Princeton, Indiana, the Grand Highlander has a spacious, adult-sized third row and thoughtful storage areas throughout the cabin. Available in three powertrains across three grades, with available AWD, the first-ever Grand Highlander brings a beautifully packaged SUV that’s road-trip ready.

To round out the calendar year, the ninth generation of the Toyota Camry was revealed in November. Featuring a fresh new look, enhanced performance capabilities, an exclusively hybrid powertrain, and available AWD, the new Camry will hit the streets next Spring. The first-ever 2025 Toyota Crown Signia was also revealed, adding a new dimension to the celebrated Toyota Crown nameplate. The new model adds a distinctive crossover SUV to the U.S. lineup, which brings style, utility, and versatility as an elegant, 100% hybrid and AWD vehicle. The Crown Signia will be available in the Summer of 2024.

Looking for more information on vehicle updates for the 2024 model year? Check out the Toyota What’s New for 2024 landing page.

A new format also made its debut on the Toyota Newsroom this year, allowing visitors to test their knowledge on the latest Toyota vehicles on the market:

• Test Your Knowledge of the 2023 Toyota Sequoia
• Test Your Knowledge of the First-Ever Toyota Corolla Cross Hybrid
• Test Your Knowledge of the 2023 Toyota Crown

Manufacturing Milestones
Toyota’s manufacturing plants experienced a year full of exciting achievements, including the 20th anniversaries of both Toyota Texas and Toyota Tennessee. Not to be outdone, Toyota Kentucky shared two big announcements this past year, ramping up the company’s commitment to electrification with plans to assemble an all-new three-row battery-electric SUV and the announcement of a new flexible engine production line at the plant to increase its hybrid capabilities.

Off the line, Toyota’s employees are hard at work bettering the communities where they are located. Through community donations and investing in operations, training and schools, Toyota’s U.S. plants spent 2023 helping to create a more sustainable future.

To learn a little more about what Toyota’s manufacturing plants were up to in 2023, read the featured stories below:

• Now Open! Why These 5 Toyota Plant Experience Centers Are ‘Must Visits’
• 10 Things to Know: Toyota’s New Battery Manufacturing Plant in North Carolina
• Toyota Mississippi Puts High School Students to Work

Respect for People
Behind all of these incredible accomplishments are the people of Toyota who work to shape the company’s values every day. Taking on a new role is Tellis Bethel, Toyota’s newly appointed chief diversity officer, who spent 15 years with Toyota Financial Services and is using his experience to continue TMNA’s strategic investments in the community and in its culture of inclusion.

In May, Toyota published its 2023 Toyota North America Diversity & Inclusion Annual Report, which shares Toyota’s commitment to ever-better inclusivity at all levels through four key areas of focus: Identity, Belonging, Community and Possibility.

Toyota’s pillar Respect for People and Working for Others extends beyond its diversity and inclusion efforts. It also includes the support available for its employees, like the employee-driven business partnering groups (BPGs) and available career options for both new and current employees.

Toyota also encourages its people to explore different career journeys at the company, supporting its philosophy of continuous learning.

Employees also shared about their experience in celebrating moments and passions that are personal to them, which can be learned more about in the stories below:

• Celebrating Black History Month: Toyota and Lexus Employees Share Their Reflections
• Celebrating Asian American and Pacific Islander Heritage Month: Toyota Employees Share Their Experiences and Reflections
• Celebrating Pride Month: Toyota Employees Reflect on Their Experiences
• Women in Tech: A Discussion about Diversity in the Workplace
• Celebrating Hispanic Heritage Month: TODOS Drives Prosperity, Power, and Progress
• Toyota Employees Share Why They’re Dedicated to Help Further Amplify the Disability Community’s Voices and Visibility

A Focus on Community

This year, Fair360 (formerly known as DiversityInc) named Toyota North America one of its 2023 Top 50 Companies for Diversity®, ranking 4th among more than 150 companies that participated in the survey. It’s the second year in a row for Toyota to rank 4th and the company continues to be the only automotive manufacturer ranked in the Top 10. Toyota was also included on 15 of the Top 25 Specialty Lists, further highlighting Toyota’s commitment to diversity and inclusion.

Toyota North America was also recognized in The Civic 50 as a top community-minded company in the U.S. It was the first year both Toyota Financial Services and TMNA collectively ranked in The Civic 50 as a unified submission.

With an eye on the workforce of the future, the Toyota USA Foundation’s Driving Possibilities initiative is working to contribute to student success in a holistic, community-focused approach to STEM learning. The initiative puts PreK to 12th grade students in the driver’s seat with access to educational programs while addressing essential needs for learning. In 2023, Driving Possibilities programs were announced for schools  near Toyota facilities in Indiana, Alabama, Kentucky and Michigan.

Additionally, Toyota launched  the Way Forward Fund this year. It is a multi-year initiative aimed at strengthening access to care and injury recovery support, with an initial focus on children with traumatic brain injuries.

Dive deeper into Toyota’s community engagements with the stories below:

• Three Hispanic Student Scholars Awarded the Toyota Nunca Pares Scholarship
• Back to School: Toyota Gives Back to Students in Need
• Team Toyota Athlete Alana Nichols Shares Passion for Child Passenger Safety in Collaboration with Buckle Up for Life
• Celebrating 30 Years of the Toyota Production System Support Center
• Toyota Student Mentoring Program Engages, Empowers and Elevates West Dallas Youth

Celebrating Team Toyota

All things Team Toyota shifted into high gear in 2023. At the beginning of the year, Toyota kicked off a new motorsports campaign, “Be Part of Something Greater,” which tells the story of Toyota’s support of competitive sports. The spots, which include motorsports drivers and Olympic and Paralympic athletes, let viewers experience the thrill of the race, no matter the sport.

In other sports news, Toyota signed a multiyear sponsorship deal with the National Football League, becoming the official automotive partner of the NFL. The Olympic and Paralympic Team Toyota athletes began the ramp-up to Paris 2024, with Toyota adding Gabby Thomas and Ezra Frech to the roster.

On the track, Team Toyota drivers dominated the podium this year, earning Toyota landmark milestones like its 600th NASCAR national series win and 200 event wins in the NHRA Camping World Drag Racing Series. At the inaugural season of the GR Cup, Tyler Gonzales of Copeland Motorsports took home the championship for Toyota Gazoo Racing North America.

Below, get to know a few of the incredible drivers and athletes who make Team Toyota great:

• Toyota Racing
  • Toyota Racing’s Steve Torrence on Teamwork Making the Dream Work
  • Toyota Racing’s Antron Brown Is Focused on the Next Generation
  • Toyota Racing Driver Ken Gushi on His Love of Drift
  • Toyota Racing’s Christopher Bell Has His Eye on 2023
• Olympics and Paralympics
  • Team Toyota’s Ezra Frech on Believing in Mobility for All
  • Olympian Gabby Thomas Is Hitting the Ground Running With Team Toyota
  • Team Toyota’s Daryl Homer on Being Excited About What’s Next

While 2023 was transformative for Toyota, its accomplishments and innovations put the company on the path for an even more incredible year to come.

Cirba Solutions Helps Toyota Expand Battery Recycling Network to Nationwide Program

 

• Agreement with Cirba Solutions includes battery collection, storage, testing and processing to support the growing EV market
• Expected to reduce Toyota’s overall end-of-life battery transportation and logistics costs by 70 percent, while also reducing transportation-related emissions
• Up to 95 percent recovery rate expected to extract critical minerals

Furthering its mission to create a closed-loop battery ecosystem while working toward its carbon neutrality goals, Toyota Motor North America (Toyota) today announced that it is expanding its battery recycling network with a new collaboration with Cirba Solutions, a premiere battery recycling materials and management company. The agreement enhances Toyota and Cirba Solutions’ growing relationship by expanding Toyota’s battery recycling network and optimizing its logistics network for end-of-life electrified vehicle battery collection, including those from hybrid (HEV), plug-in hybrid (PHEV) and battery electric vehicles (BEV).

“Cirba Solutions’ large and well-established transportation and recycling network ensures Toyota has nationwide battery collection and recycling to reduce both our costs as well as our operational carbon footprint,” said Christopher Yang, group vice president, Business Development, Toyota Motor North America. “This moves us closer to our ultimate goal of creating a sustainable, closed-loop ecosystem for our automotive batteries.”

As one of the largest battery recycling companies in North America, Cirba Solutions has extensive experience and offers a coast-to-coast collection and recycling network. Toyota’s collaboration with Cirba Solutions will focus on the collection, transportation, dismantling and processing of end-of-life lithium-ion electrified vehicle batteries from the Midwest and East Coast regions. Processing will take place at Cirba Solutions’ Lancaster, Ohio facility, which recently received an $82+ million Department of Energy grant as part of the Bi-Partisan Infrastructure Law. This facility will use advanced technology to extract critical minerals from scrap and end-of-life batteries with an up to 95 percent recovery rate, then supply battery-grade metals back into the supply chain.

“Our collaboration with Toyota helps move toward a long-term vision of a sustainable closed-loop battery supply chain. With aligned purpose, and Toyota’s growing electric vehicle line-up in North America, we are proud to be a partner,” said Jay Wago, chief commercial officer at Cirba Solutions.

Toyota currently collects approximately 25,000 used automotive batteries, primarily nickel-metal hydride batteries found in its hybrid electric vehicles, from its dealership network each year, and expects the number of batteries, particularly end-of-life lithium-ion batteries, to rise as the number of battery electric vehicles it sells increases in the future. Through the agreement with Cirba Solutions, Toyota expects to reduce its overall transportation and logistics costs by at least 70 percent from reducing the average miles driven for collection and recycling from 1,251 to 582, based on 2022 data, and by focusing on the Midwest and East Coast regions. In some cases, such as the Cincinnati region, the new recycling collaboration should reduce the total mileage driven for these activities by approximately 94 percent. In addition, the company expects that by reducing the amount of miles driven for collection and recycling activities, it will be able to make a significant reduction in transportation-related emissions as well.

Globally, Toyota has been the number one seller of electrified vehicles for more than 25 years, and, in North America, Toyota has sold more than 6.2 million combined PHEVs and HEVs since 2000. With decades of electrified vehicles in the market, Toyota is focused on how to recycle, remanufacture, or repurpose automotive batteries used in Toyota’s electrified vehicles that have reached the end of their life, a number that is set to increase in the coming years. In fact, Toyota forecasts that its end-of-life batteries will likely double by 2030.

The company also has a new plant for automotive batteries, Toyota Battery Manufacturing North Carolina (TBMNC), currently under construction that is anticipated to go online in 2025 and has a total announced investment of nearly $14 billion. Originally announced in 2021, the North Carolina facility will have a phased ramp up for production and will support the creation of more than 5,000 new jobs to support vehicles assembled in North America.

Toyota Gives a Little Love This Holiday Season

 First of Two Heartwarming Holiday Ads Debuted During NBC’s “Christmas in Rockefeller Center”

 As the holiday season kicks off, Toyota is celebrating the joy in creating holiday memories with family through a message about spreading love this season. “Present from the Past,” the first of two Toyota holiday ads, debuted last night during NBC’s primetime special, “Christmas in Rockefeller Center,” with a personalized throw from a show host.

“Present from the Past” tells the story of a young woman who receives a Christmas gift from her grandmother. Inside the package is a vintage camera and a collection of her grandmother’s photos from when she was the granddaughter’s age. Inspired by the camera and with the help of her all-new 2024 Tacoma, the granddaughter decides to recreate the old photos of her grandmother by going to all the same places. Over the course of the following year, she journeys far and wide across the country: to bustling cities, desert canyons, heartland pastures, tranquil forests, secluded coastlines, small town attractions, and beyond. In the final scene, she arrives at her grandmother’s home just in time for Christmas, surprising her with a photo album she’s created from her travels, alongside her grandmother’s photos from the past. Her grandmother becomes overwhelmed with emotion from her granddaughter’s thoughtful gift. “Present from the Past” was created by Saatchi & Saatchi and directed by Lisa Gunning.

At the heart of Toyota’s Hispanic creative is the message that nothing says love like an airport pickup, especially during the holidays.  Latinos will never back down from picking up their loved ones, even if it means sitting in endless traffic because the holidays aren’t complete until they’re together.  The Hispanic spot titled, “Arrivals,” shows relatable moments of families and friends attempting to find their loved ones amidst the rows of cars, defying weather and traffic. Ultimately, reuniting with their family fills their hearts with joy and comfort, knowing they are finally home for the holidays.  The bilingual spot was created by Conill Advertising and directed by Max Malkin.  

“This year, Toyota’s special holiday message focuses on spreading joy and bringing loved ones together for the holiday season,” said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America. “We hope that families and friends will embrace this message as they come together to enjoy what this season is truly about.”

This holiday season, Toyota is partnering with 100cameras to help impact youth nationwide. 100cameras is a nonprofit organization that empowers youth by partnering with local schools and organizations to provide programming focused on photography and storytelling to help foster self-expression, connection, and leadership.

With Toyota’s donation, Toyota joins the 100cameras Impact Circle, which will fund programming for 10,000 students within the next year. The Impact Circle collective serves as a combined hub of support, fueling 100cameras’ comprehensive programming platform that encompasses virtual learning and hands-on classroom experiences across the United States and worldwide.

Viewers are encouraged to support the 100cameras partnership this season by sharing their own recreations of family photos on social media using the hashtag #ToyotaFlashback.

Where to Watch

Following the spot premiere on NBC’s “Christmas in Rockefeller Center” special, the :60 version of “Present from the Past” will also air with high-profile airings on NBC’s “TODAY” on Thursday, November 30 and “Sunday Night Football” on NBC on Sunday, December 10 and December 23.

After the premiere week, “Present from the Past” will begin airing the :30 spot across broadcast and cable networks on December 10. The integrated campaign will appear nationally on broadcast, cinema, digital video and paid social. The spot will air during prime time, sports programming, and on cable networks such as Comedy Central and Weather Channel, NBA games on ESPN, NBC’s “Sunday Night Football” halftimes throughout December, as well as holiday programming on Freeform.

Hispanic linear TV coverage of “Arrivals” includes a mix of broadcast networks and targeted cable, including Univision, Telemundo, Estrella, UNIVERSO, and Discovery en Español. High profile Hispanic media programming will amplify “Arrivals,” including Univision’s annual broadcast of their charity event TeletonUSA, UEFA Champions League Soccer, Telemundo’s “Hoy Día,” and UNIVERSO’s “Sunday Night Football” halftime sponsorship. A strategic branded integration on Telemundo’s “Hoy Dia” will further extend the message by showing families coming together for the holidays through viewer generated content and real-time content captured at airports, during the week of 12/18. Additionally, content will be shared on Telemundo and Toyota Latino social channels. The campaign will also appear in cinema, include a partnership with Pandora and social featuring Mariela on Meta and Pinterest.

The Toyotathon December Sales Event offers incentives through January 2, 2024. View the spots here. Images and credits are available here.

Toyota Prius Receives Top Honors as the 2024 MotorTrend Car of the Year

Today, MotorTrend named the 2024 Toyota Prius as the 2024 Car of the Year during the Los Angeles International Auto Show. This marks the second time that the Prius has won the award – the first being in 2004. The Toyota Camry also received top honors in 2007.

Twenty-three years ago, this high-tech sedan rolled into U.S. Toyota dealerships and forever changed the automotive industry. The Prius became the world’s first production hybrid car and ushered in a new generation of vehicles that combined an electric motor with a high-efficiency engine to get you farther with gas. Now, over two decades later, this legendary nameplate is making waves – once again – as MotorTrend’s Car of the Year.

“Toyota has fundamentally redefined the essence of a Prius with its new model, which represents a crowning achievement in its evolution,” said MotorTrend Group head of editorial Ed Loh. “The Prius succeeded in capturing the hearts and minds of MotorTrend judges by offering an undeniably attractive and engaging car—all while upholding its hallmark traits of efficiency, safety, and affordability. In an automotive landscape grappling with a scarcity of affordable EV options and inadequate charging infrastructure in the U.S., Toyota made the Prius hybrid the right car for this moment and rightfully earned MotorTrend’s 2024 Car of the Year award in the process.”

With sporty exterior styling, a sleek silhouette, and up to an EPA-estimated 57 MPG combined, this new-generation Prius is made to move you. Available in LE, XLE, or Limited grades, it’s packed with options and technology like the Toyota Audio Multimedia Audio system and comes standard with Toyota Safety Sense 3.0. Powered by the fifth generation Toyota Hybrid System and a 2.0L engine, the has an output of 194 horsepower on the FWD drive model. And for models equipped with the available Electronic On-Demand AWD system, the output climbs to 196 HP.

“We are thrilled Prius is returning to this prestigious podium once again after 20 years,” said David Christ, Toyota Division group vice president and general manager. “Prius has evolved from being the first to becoming legendary. At Toyota, we strive to offer mobility products that fit our customers’ lifestyles and the Prius does this by offering a sleek and sexy style, a dynamic driving experience and innovative technology. We are grateful for this recognition.”

The Prius competed against top contenders in MotorTrend’s annual evaluation of the most competent, desirable, and capable vehicles to debut for the 2024 model year. As part of the evaluation, MotorTrend editors put the Car of the Year contenders to the test both on the street and on the test track to determine a verdict.

The 2024 Toyota Prius is currently available at Toyota U.S. Dealers.