Yakima, Toyota Team On Retail Training Trip

Yakima Products is partnering with Toyota for its Road Warrior Program. Yakima says its Road Warriors will be found at more than 75 cycling, outdoor and automotive events across North America, giving consumers the chance to touch and test products first-hand and on-site training to dealer partners

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

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 provides retail partners with 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.

“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 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.


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