Toyota Officials, Rev. Jesse Jackson Meet in Open, Constructive Talks About Ad Agency's Lapse Of Sensitivy

    TORRANCE, Calif., May 23 Toyota Motor Sales (TMS) USA,
Inc. officials today had a productive meeting with Reverend Jesse Jackson,
president of the Rainbow/PUSH Coalition, to address the Coalition's concerns
over a Toyota promotional postcard.
    "Toyota has a long-standing and positive relationship with Rainbow/PUSH
and we welcomed the opportunity to strengthen that relationship today," said
Doug West, senior vice president and chief administrative officer.  "It was a
constructive and positive dialogue," he concluded.
    Executives reiterated public apologies issued earlier by Toyota and its
advertising agency, Saatchi & Saatchi, to anyone who may have been offended by
a recent postcard marketing promotion.  "This is not a true reflection of our
commitment to the minority community nor of our diversity efforts," said Don
Esmond, senior vice president and general manager, Toyota Division.
    The postcard, which featured a smiling African American man with "tooth
art" in the shape of a RAV4 SUV, was intended to communicate RAV4's styling to
a youthful hip audience through an edgy style statement similar to tattoos and
"body jewelry."  Toyota recognized that the item was inappropriate and
voluntarily cancelled the campaign before it received any outside objections.
    Responding to calls by Jackson for informational picketing at dealerships
and a possible boycott, officials expressed their confidence that the next few
weeks would produce a positive outcome.  "We are fully engaged in dialog and
understand their viewpoint," said West.  "For this reason we do not see what
picketing would accomplish and have asked that Rainbow/PUSH reconsider."
    Toyota has a long-standing commitment to diversity in community outreach,
the development of minority business partners and creating a corporate culture
of inclusion.  The company's executives reviewed with Reverend Jackson
Toyota's accomplishments and goals in many areas, especially in the area of
increasing its percentage of minority-owned dealerships.
    "We share Reverend Jackson's desire to accelerate progress in this area,"
said Esmond.  "Despite virtually no increase in our total number of dealers
and relatively few dealerships changing hands, we have made great strides,
increasing the number of minority owned dealerships by more than 20 percent
and African-American owned dealerships by 53% in the last three years.
    "Our efforts have been applauded by the National Association of Minority
Automobile Dealers and the numbers compare very favorably with other major
automakers," he continued.  "And this week our Lexus luxury division will
celebrate the grand opening of another minority dealership in Huntsville,
Alabama, owned by an African American woman."
    Toyota executives affirmed that further effort to expand multi-cultural
marketing capabilities is a high priority, and both Toyota and its advertising
agency Saatchi and Saatchi will vigorously explore improved processes and
opportunities to broaden these resources.
    Toyota executives and Reverend Jackson agreed to meet within a month for
further discussions.
    The company has been a long-time supporter and community partner of more
than 33 minority organizations throughout the nation.  A few key African
American community partners include:
    -- Los Angeles Urban League and Automotive Training Center joint venture
    -- The College Fund/UNCF
    -- 100 Black Men of LA/Young Black Scholars

    Toyota Motor Sales, (TMS) U.S.A., Inc. is the marketing, sales,
distribution and customer service arm of Toyota in America.  Toyota is
America's fourth largest carmaker and manufactures more than one million cars
per year in North America.  TMS is a wholly owned subsidiary of Toyota Motor
Corporation.