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Sonoro, AJ Ramos, and Toyota Launch Chasing Sueños, a Groundbreaking Video Podcast Celebrating Latin Musicians Pursuing Their Dreams

1. Toyota launches a seven-episode podcast targeting Hispanic audiences. It promotes cultural stories and resilience. 2. Chasing Sueños features intimate interviews with influential Latin artists. It highlights moments of breakthrough and success. 3. Toyota Corolla plays a central promotional role in a unique audiovisual episode. It seamlessly blends storytelling with product presentation. 4. The partnership with Sonoro reinforces Toyota's commitment to culturally resonant marketing. It aims to deepen brand loyalty among Hispanic consumers.

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FAQ

Why Bullish?

This culturally targeted campaign can boost Toyota's brand equity among a rapidly growing consumer segment. Historically, well-executed marketing initiatives (e.g., similar demographic campaigns in automotive history) have led to improved customer engagement and positive sentiment, which can have a bullish effect on the stock.

How important is it?

The initiative is significant for reinforcing Toyota's connection with an important demographic, though it is a marketing effort rather than a structural business change. It is noteworthy but not a game-changer compared to broader operational or technological developments.

Why Short Term?

The campaign is designed to create immediate buzz and consumer engagement. While it builds brand affinity, its direct financial impact is likely to be seen in the short-term marketing sentiment.

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The seven-episode series, presented by Toyota Corolla, leverages Sonoro's unique expertise to connect with the fastest-growing consumer segment in the U.S. LOS ANGELES, Feb. 25, 2025 /PRNewswire/ -- Toyota has partnered with Sonoro, the leading Hispanic media company creating culturally relevant content for a global audience, and Latin Music and Cultural Executive AJ Ramos to launch a new podcast, Chasing Sueños. The seven-episode original podcast series with visual components, presented by Toyota Corolla, is now available on Spotify, Apple Podcasts, and all major podcast platforms. Toyota has partnered with Sonoro, the leading Hispanic media company, to launch a new podcast, Chasing Sueños. Chasing Sueños celebrates ambition, resilience, and cultural identity. Recorded in the custom-designed Toyota Studio, the series features intimate, in-depth conversations with some of the most influential Latin artists today. Episodes delve into pivotal moments of each artist's journey—from side hustles and setbacks to breakthroughs and success stories. Uniquely tied to the brand's campaign that champions the perseverance of Latinos and their hustle, the Toyota Corolla takes center stage in a special audiovisual episode, seamlessly blending storytelling with product promotion. This format not only enhances the interview but also enhances audience engagement, complemented by Christian Alicea, "the next big thing in tropical music," debuting a sneak peek of a new song, making the moment— and the brand— feel even more powerful. Hosted and Executive Produced by AJ Ramos, a trailblazer in the Latin music and media industry, the series will feature candid conversations with influential artists driving culture. Guests include Mike Bahía, Greeicy, Edgar Barrera, Ela Taubert, Daymé Arocena, Christian Alicea, and Maffio.  Collectively, these artists represent over 32 million monthly YouTube Music listeners, 30 million Instagram followers, and more than a dozen Latin Grammy accolades. In collaboration with its Hispanic marketing partner Conill, Toyota actively explores partnerships that resonate with Hispanic communities during key cultural moments. The podcast series developed with Sonoro offers authentic content that forges deep connections by blending vibrant narratives with musical talent, exploring themes of hustle and success that reflect the essence of the Corolla family audience. "Sonoro is proud to be the bridge between brands like Toyota and the vibrant Hispanic audiences they aim to engage," said Camila Victoriano, Chief Content Officer at Sonoro. "Chasing Sueños reflects the passion that defines the Latin music scene, and we're thrilled to create a platform where these stories can inspire the next generation of dreamers." "As Hispanic consumers continue to drive economic growth, forward-thinking brands recognize the need for culturally resonant storytelling," said Cesar Martinez, Chief Commercial Officer at Sonoro. "By partnering with Sonoro, Toyota isn't just reaching an important  audience—they're fostering lasting brand loyalty with the new general market, one that encompasses far more diversity than many appreciate." "We're excited for this partnership with Sonoro, providing us with another platform to create authentic connections with a young Hispanic audience," added Andrew George, Sr. Analyst, Media, Model & Series, Integrated Marketing Operations, Toyota Motor North America. "At Toyota, we're committed to supporting these future-makers, aligning with their hustle, and ensuring our vehicles reflect their strong drive to forge ahead and shape their own destiny." The first episode of Chasing Sueños is live, with all episodes now available. For more information, visit sonoromedia.com. About ToyotaToyota (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 and Lexus brands and directly employs nearly 64,000 people in North America (nearly 48,000 in the U.S.). For almost 70 years, Toyota has assembled nearly 47 million cars and trucks in North America at the company's 14 manufacturing plants. In spring 2025, the company's plant in North Carolina will begin to manufacture automotive batteries for electrified vehicles. Through our more than 1,800 North American dealerships (nearly 1,500 in the U.S.), Toyota sold more than 2.7 million cars and trucks (more than 2.3 million in the U.S.) in 2024, of which more than 43 percent were electrified vehicles (full battery, hybrid, plug-in hybrid and fuel cell). About SonoroSonoro is a global entertainment company focused on creating premium, culturally relevant content that starts in audio and comes alive in TV, film, and beyond. Sonoro collaborates with leading and emerging Latino storytellers – writers, producers, and directors – from over a dozen countries to develop original franchises in English, Spanish, and Spanglish. The company is pioneering new podcast formats and has launched multiple #1 hits, including Toxicomanía: El Experimento Mexicano (being adapted as a film for Paramount+), Tejana, starring and executive produced by Stephanie Beatriz (2022 Best Fiction Ambie Winner, being developed for television), Crónicas Obscuras (#1 horror franchise), Princess of South Beach (#1 show in iHeartRadio's MyCultura Network) and Ídolo: The Ballad of Chalino Sánchez (#1 in Mexico and Top 10 in US). With a diverse array of podcasts, Sonoro has established itself as a pioneer in the realm of audio storytelling. Since its founding in 2020, Sonoro has created premium, culturally relevant content in collaboration with leading and emerging Latino storytellers. The company has 20+ television and film projects in active development with partners, including Netflix, NBC Universal, and Paramount+.  Sonoro has more than 100 million monthly downloads across its network of 150+ podcasts and reaches 1 out of every 3 US Hispanics. About AJ RamosAJ Ramos is a recognized Latin Music & Culture Executive and Multimedia Public Figure born in New Jersey to Salvadoran parents. For over 18+ years, AJ has leveraged his strong relationships to facilitate career-changing opportunities to artists. He solidified his career through terrestrial and satellite Radio, Television, and Festival/Concert Hosting before joining Spotify's first-ever Latin Music Division. The young executive has been at YouTube Music/Google since 2019, where he currently holds the title of Head of Artist Partnerships Latin Music & Culture. There, Ramos builds and fosters strong relationships between the platform and recording artists, and facilitates Partner activations that offer impactful visibility and growth. He continues to bring value to Latin music and culture. His accomplishments include four-time Billboard Magazine 'Latin Music Power Players,' Hispanic Coalition of New York '30 Under 30,' Variety's 'Hollywood's New Leaders of 2022,' and Miami Entertainment Impact Report Honoree. AJ was also the MC for Netflix's "La Firma." and a Latin Music and Culture Expert for the Emmy Award Winning ABC/Hulu show "Soul of a Nation." AJ Ramos is also the official Sunday Night Football Opening Game Voice en Español for NBC Universo and Telemundo. When he's not curating culture, public speaking, or executing brand partnerships, Ramos is creating content to inspire, empower, and bring awareness to topics like mental health, down syndrome, spirituality, and personal growth. SOURCE Sonoro

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