Toyota said its "rededication to diversity" plan would generate the money through advertising, procurement, new dealers, community involvement and professional services.
On the advertising front, Toyota said it will increase minority ad spending by 37% to $50 million annually and that it expects to name a new African-American ad agency by Sept. 1 (AdAge.com, Aug. 8).
The strategy is the result of meetings with the Rev. Jesse Jackson and his Rainbow-Push Coalition. In May, Rev. Jackson called for a Toyota boycott, saying a promotional postcard from Publicis Groupe's Saatch & Saatchi Los Angeles was demeaning to African Americans. He also criticized what he called an insufficient number of black Toyota dealers.