Historically Black Colleges and Universities (HBCUs) Compete in Toyota Environmental Contest

TORRANCE, CA--Oct. 6, 2011: Toyota Green Initiative (TGI) announced that it will expand its commitment within the Historically Black College and University (HBCU) community with the sponsorship of the HBCU athletic conference, SWAC (Southwestern Athletic Conference). TGI is honored to continue its partnership with the CIAA (Central Intercollegiate Athletic Association) for the 2011-12 season. These schools will be part of the new 'Toyota Green Initiative Tour,' and compete in the 'Toyota Rivalry Promise Drive Contest and Sweepstakes.'

"Toyota is expanding its program this year to bring the sustainability message to an even wider audience. We are proud of our hybrid vehicles and are excited to share them with the important HBCU alumni target," said Jim Colon, vice president of Toyota product communications for Toyota Motor Sales, U.S.A., Inc. �"We are continuously working towards sustainable mobility. Toyota strives to preserve the natural environment and provide a brighter future for coming generations."

Toyota's new sponsorship will leverage the healthy competition inherent in college athletics to put HBCU alumni, students and fans in head-to-head competition with two contests and a sweepstakes. The 'Toyota Rivalry Promise Drive Contest and Sweepstakes,' will invite consumers to make a personal commitment via Toyotagreen.com on behalf of a SWAC or CIAA affiliated HBCU to reduce their ecological footprint. TheSWAC or CIAA affiliated HBCU campus with the most qualified promises on Toyotagreen.com wins a $1,000 scholarship endowment and $4,000 towards a campus greenhouse. Contestants can vote for their selected SWAC or CIAA affiliated HBCU at Toyotagreen.com. For contest details and to enter for a chance to win, consumers can visit Toyotagreen.com.

The 'Toyota Green Initiative Tour' will reach over 40 HBCU schools, campuses and events with a fully-immersive consumer experiential featuring a Toyota hybrid vehicle test drives, a simulated recycling center and eco-friendly games and prizes. On select HBCU campuses the Toyota experiential display will include; an 18-foot tree installation built of recycled Toyota car parts; an environmental service event; and a 'Toyota Green Lecture.'

Returning this year is the successful 'Toyota Green Campus Contest,' which is open to SWAC and CIAA students who submit and implement a green plan to conserve resources on their campus and/or community. The Grand Prize winner receives a 2012 Toyota Prius. All semifinalists receive $500 to implement their program along with a mentorship from the TGI Coalition and accreditation for their work on their TGI program. For contest rules and details; students can visit Toyotagreen.com.

At the hub of the Toyota Green Initiative is the interactive website ToyotaGreen.com, which provides easy ways for consumers to live green and to save green, eco-conscious articles, videos, campus and community events and volunteer programs.

To learn more about the Toyota Green Initiative, please visit Toyota Green .

About Toyota

Toyota established operations in the United States in 1957 and currently operates 10 manufacturing plants, including one under construction. �There are nearly 1,500 Toyota, Lexus and Scion dealerships in the U.S. which sold more than 1.77 million vehicles in 2009. Toyota directly employs nearly 30,000 in the U.S. and its investment here is currently valued at more than $18 billion, including sales and manufacturing operations, research and development, financial services and design. Toyota's annual purchasing of parts, materials, goods and services from U.S. suppliers totals more than $22 billion.