Yakima and Toyota Team Up for the Road



Contact: Julie Atherton
JAM Collective

Yakima and Toyota Team Up for the Road
 Toyota Joins Yakima’s Road Warrior Program

Lake Oswego, Ore. – June 23, 2016 –Yakima Products, Inc., the innovation leader in vehicle racks and cargo solutions, is partnering with Toyota for its Road Warrior Program. Yakima Road Warriors can be found at more than 75 cycling, outdoor and automotive events across North America, giving consumers the chance to touch and test products first-hand. Road Warriors also provide on-site dealer training.

The new partnership makes Toyota the vehicle partner for the program, and features co-branded Toyota models, including the best-selling Tacoma, Highlander, 4Runner, Rav4 and Sienna.

Press Release

“This is a perfect partnership of two brands committed to empowering people to maximize their lifestyle with their vehicle,” said Summer Henderson, Yakima Brand Director. “Toyota has a wide range of vehicles that fit a variety of consumers and their lifestyles, from families heading out of town for the weekend to everyday outdoor adventurers. They are a great fit for Yakima and our commitment to making life easier for people on the go.”

“At Toyota, we share many of the same beliefs that Yakima represents, especially hitting the road for adventures with family and friends,” said Cooper Ericksen, Vice President of Vehicle Marketing and Communications at Toyota. “Toyota owners are increasingly looking for solutions, and this partnership further aligns our two brands. We are proud to be the official sponsor of Yakima’s innovative Road Warrior Program, and look forward growing the partnership.”

The Yakima Road Warrior Program started in 2005 with one vehicle and has grown over the years to four representatives based in the Northeast, the Rockies/Midwest, the Southeast and the West Coast. As a grassroots consumer and trade initiative, Yakima brand ambassadors travel to events and retailers throughout North America.

The program also embodies Yakima’s commitment to supporting its retail partners, providing hands-on product demonstrations and personalized training at retail locations across the US and Canada. In 2015, the Road Warriors trained more than 2,000 retail associates across North America.

“The Road Warriors are about grassroots engagement with both our retailers and consumers. Nothing beats face-to-face interaction, and we pride ourselves on connecting with our loyal fans and creating new ones along the way,” added Henderson.

About Yakima
Yakima Products, Inc. is a world leader in vehicle racks and cargo solutions for a variety of consumers, from outdoor enthusiasts to car aficionados. The portfolios of brands include Yakima, Whispbar and Prorack. Each of the individual brands offer a variety of cargo management products including racks for bikes, boats, ski equipment and other gear, cargo boxes and bags and high performance multi-sport trailers. The Yakima Products, Inc. global headquarters is in Lake Oswego, Oregon. For more information, visit www.yakima.com.

About Toyota
Toyota (NYSE:TM), creator of the Prius hybrid and the Mirai fuel cell vehicle, is committed to building vehicles for the way people live through our Toyota, Lexus and Scion brands. Over the past 50 years, we’ve built more than 30 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 44,000 people (more than 34,000 in the U.S.). Our 1,800 North American dealerships (1,500 in the U.S.) sold more than 2.8 million cars and trucks (nearly 2.5 million in the U.S.) in 2015 – and about 80 percent of all Toyota vehicles sold over the past 20 years are still on the road today. Visit www.toyota.com