Toyota is hoping to reach out to the Hispanic community as the automaker has been named the official automotive and transportation sponsor of Hispanicize 2014.

The fifth-annual Hispanicize 2014 conference is expected to host more than 1,500 influential Latinos from various professional fields such as business, film, journalism, marketing, music, and technology. Toyota North America's Group Vice President of the Hispanic Business Strategy Group Patricia Salas Pineda will be one of the professionals in attendance.

"Participating in marquee events such as this provides our company access to Latino influencers who are shaping the digital landscape, and we're proud to be a partner," said Pineda.

According to Toyota, they, along with Pineda, are tasked to promote and maintain its relationship with the Latino community for all its brands: Lexus, Scion, and Toyota. A panel featuring Toyota's senior executives will also be present to discuss the automaker's multicultural marketing strategies.

"Serving as co-chair for Hispanicize is a continuation of Toyota's commitment to further engage the Hispanic community. As Toyota has been marketing to and engaging with the Latino community for more than 20 years, Hispanicize offers a unique opportunity to draw from that multi-decade commitment," Pineda added, who will co-chair with NPR's "Latino USA" anchor Maria Hinojosa.

As Latin Post reported, automotive research firm Polk revealed Toyota as the top car brand among Hispanics followed by Honda then Nissan. In regards to Toyota, Polk stated it accounted for 17.46 percent of the Hispanic purchases during 2013 while Honda and Nissan represented 12.44 percent and 11.67 percent of the brand share, respectively. Polk noted Toyota has been the top car brand among Hispanics since 2004.

Toyota's efforts to reach to the Hispanic community have been noted on social media with the creation of @Toyotalatino on Twitter.

"The key to this new relationship with Toyota is the word partnership," said Hispanicize Founder and Creative Director of Manny Ruiz. "Toyota is a market leader in the Hispanic community and it is reflected in the fact that Latinos trust and support Toyota by purchasing their vehicles. Having the eighth largest company in the world partner with Hispanicize represents one of the most encouraging partnerships we've ever had and one that I look forward to seeing evolve in many fun and creative ways."

The 2014 Hispanicize conference will be held at the InterContinental Hotel in Miami from April 1 to 4.

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