A 40-YEAR PARTNERSHIP? WE MAKE IT EASY
The year is 1976. America celebrates its 200th birthday. A little band called the Ramones bursts onto the scene. And Toyota Motor Sales decides to reinstate the Dealer Association model that it had abandoned just two years before.
A NEW HOPE
The release of the 1976 Celica GT Fastback coincides with Davis Elen becoming the agency of record for the Southern California Toyota Dealers Association. This partnership will soon shake up the automotive industry.
THE ROAD TO #1
Driven by stellar sales in the Southern California market, DE helps Toyota evolve to become the world’s most valuable automotive brand. Thanks in part to new subdivisions like Toyota Racing Development, established in 1979, Toyota stays in the forefront of innovation.
FUNNY NAME. SERIOUS VEHICLE.
1997 brings the Prius, which in Latin means “original.” True to its name, no one has ever seen anything like it. DE helps Toyota get the word out, and Prius goes on to become the best-selling vehicle in California, and then the world.
WE HEAR YOU, SOUTHERN CALIFORNIA
As Toyota grows into the largest automotive brand in the largest city within the largest market in the world, DE realizes that Southern California Toyota has become a brand of its own. Thus, the tagline “we make it easy” is born in 1998. The Dealer Association is among the first in the country to launch 360° campaigns that speak directly to its local customers.
WEATHERING THE STORM. LITERALLY.
The early 2010s were a period of unprecedented uncertainty for Toyota. First, unsubstantiated claims of “unintended acceleration” wreak major damage on the brand. NASA eventually conducts its own study that debunks the claims. Then, the Tōhoku tsunami ravages Toyota’s main plant in Japan, essentially halting production of all vehicles. Through it all, DE and the Dealers Association stood together and emerged stronger than ever.
THE FUTURE’S SO BRIGHT...
We’ve gotta wear shades. As Toyota continues to innovate and evolve, DE will be right there with them. With groundbreaking vehicles like the Mirai Hydrogen Fuel Cell Vehicle being added to the lineup faster than you can say “we make it easy,” we couldn’t be more excited to see what’s next on the horizon.