Trade Resources Industry Views Toyota Backs Yakima's Road Warrior Program

Toyota Backs Yakima's Road Warrior Program

Yakima Products Inc. is partnering with Toyota for its Road Warrior Program, which gives consumers the chance to test products at more than 75 cycling, outdoor and automotive events across North America.

The new partnership makes Toyota the vehicle partner for the program, and features co-branded Toyota models, including the best-selling Tacoma, Highlander, 4Runner, Rav4 and Sienna.

“This is a perfect partnership of two brands committed to empowering people to maximize their lifestyle with their vehicle,” said Summer Henderson, Yakima Brand Director. “Toyota has a wide range of vehicles that fit a variety of consumers and their lifestyles, from families heading out of town for the weekend to everyday outdoor adventurers. They are a great fit for Yakima and our commitment to making life easier for people on the go.”

“At Toyota, we share many of the same beliefs that Yakima represents, especially hitting the road for adventures with family and friends,” said Cooper Ericksen, Vice President of Vehicle Marketing and Communications at Toyota. “Toyota owners are increasingly looking for solutions, and this partnership further aligns our two brands. We are proud to be the official sponsor of Yakima’s innovative Road Warrior Program, and look forward growing the partnership.”

The Yakima Road Warrior Program started in 2005 with one vehicle and has grown over the years to four representatives based in the Northeast, the Rockies/Midwest, the Southeast and the West Coast. As a grassroots consumer and trade initiative, Yakima brand ambassadors travel to events and retailers throughout North America.

The program also embodies Yakima’s commitment to supporting its retail partners, providing hands-on product demonstrations and personalized training at retail locations across the US and Canada. In 2015, the Road Warriors trained more than 2,000 retail associates across North America.   

“The Road Warriors are about grassroots engagement with both our retailers and consumers. Nothing beats face-to-face interaction, and we pride ourselves on connecting with our loyal fans and creating new ones along the way,” added Henderson.

About Yakima

Yakima Products, Inc. is a world leader in vehicle racks and cargo solutions for a variety of consumers, from outdoor enthusiasts to car aficionados. The portfolios of brands include Yakima, Whispbar and Prorack. Each of the individual brands offer a variety of cargo management products including racks for bikes, boats, ski equipment and other gear, cargo boxes and bags and high performance multi-sport trailers. The Yakima Products, Inc. global headquarters is in Lake Oswego, Oregon. 

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