Noticias – Latino Traffic Report

VW Recalls Certain Atlas, Atlas Cross Sport and ID.4 Models

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Jun 302025

2024 Atlas and Atlas Cross Sport.

2024 ID.4.

Latino Traffic Report has learned that the Volkswagen Group of America, Inc. (Volkswagen) is recalling certain 2023-2025 Atlas, Atlas Cross Sport, and 2023-2024 ID.4 vehicles. The recall will affect eight models. Certain bolts on the chassis, brake system and/or suspension (such as bolts for certain cross member, engine mount, control arm, subframe, rear brake carrier, etc.) of affected vehicles may not have been correctly tightened during the manufacturing process.

Dealers will replace the bolts as necessary, free of charge. Owner notification letters are expected to be mailed August 22, 2025. Owners may contact Audi customer service at 1-800-253-2834. Volkswagen’s number for this recall is 42HX. Owners may also reference the National Highway Traffic Safety Administration (NHTSA) case file: NHTSA Campaign Number: 25V434000 for more information.

Toyota to Partner with Latin GRAMMY Winning Singer-Songwriter, Ela Taubert

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May 312025

Latino Traffic Report has learned that Toyota just announced a year-long partnership with Colombian pop phenom, Ela Taubert, who recently released her highly acclaimed debut album ‘Preguntas A Las 11:11’. The dynamic collaboration aims to redefine the journey of music discovery for young fans while providing a genuine connection with Toyota’s commitment to supporting emerging artists on their road to success.The partnership will engage with Toyota fans and provide them with opportunities to experience Taubert’s music that mixes melodic pop and Latin sounds. To help access to her music throughout the year, Toyota will serve as the presenting sponsor of her much anticipated international tour, with U.S. tour stops to be announced soon.

“Our partnership with Ela Taubert is an exhilarating step forward in our commitment to innovation and cultural connection,” said Dedra DeLilli, vice president marketing communications, Toyota. “We are thrilled to be joining her on this blossoming musical path to bring an immersive music experience that resonates with the passions of the next generation.”

Most recently, Taubert joined Toyota at the Sueños Music Festival, as the featured artist performing a special set at the Toyota Music Den (TMD), an intimate experiential space giving fans a front row seat to some of the most talented emerging artists. Held in Chicago, Illinois, other artists joining the lineup at the TMD included Latin boy band sensation, DND (Do Not Disturb) from Miami, California singer/songwriter Eddie Zuko, Venezuelan artist Kobi Cantillo, and DJs Gio Sandz, Chava and Latin EDM DJ and producer 2Deep.

Along with the music stage, the TMD space featured numerous fan activities, including vehicle interactions—showcasing the Land Cruiser and Prius Prime plug-in—that bring music to life and include fan favorite giveaways.

Taubert’s music will continue to be featured in other Toyota projects this year. She will appear on Sounds of the Road, presented by Toyota and SiriusXM, an exclusive performance and interview series featuring emerging and established artists. Her episode, launching later this year, will be in Spanish and the first time the series features a Latin artist.

Fans can view exclusive content from Sueños and stay in the loop of the exciting partnership and upcoming tour by following Toyota Latino on Instagram and Facebook.

Hyundai Honors Hispanic Heritage Month with Multipronged Approach

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Oct 162024

Latino Traffic Report (LTR) has learned that this Hispanic Heritage Month, Hyundai proudly celebrated the rich history, culture, and influence of Hispanic and Latino communities in the United States through a dynamic array of philanthropic efforts, community engagement, and innovative partnerships. From September 15 to October 15, Hyundai reaffirmed its commitment to giving back while honoring the contributions that continue to shape America’s cultural and economic landscape.

Members of Hyundai’s Employee Resource Group, Amigos Unidos, with first- and second-year college students participating in the Hyundai Career Experience Program.

“The Hispanic and Latino community is a vibrant and essential part of America’s cultural fabric, bringing tremendous cultural and economic impact, particularly in the automotive industry,” said José Muñoz, president and COO, Hyundai Motor Company and CEO, Hyundai Motor North America. “This is a great example of some of the many community programs Hyundai supports. We are proud to foster an inclusive workplace where diverse perspectives and cultures thrive, making us stronger as a company and as a member of our community.”

Amigos Unidos Community Work
Hyundai’s Amigos Unidos Employee Resource Group (ERG) continued its steadfast efforts to support youth and educational programs in Hispanic communities. As part of this year’s initiatives, Hyundai hosted the Seventh Annual Hyundai Career Experience Program, offering first and second-year college students the opportunity to explore automotive careers firsthand at Hyundai’s headquarters. Many of the Amigos Unidos ERG members led the workshops at the career experience day in the areas of product planning and development, sales and marketing, public relations and communications, and finance to help propel Hispanic representation in the automotive field.

Museum of Latin American Art (MOLAA)
As a long-term partner of the Museum of Latin American Art (MOLAA), Hyundai and Hyundai’s Amigos Unidos (left) donated $10,000 to further advance youth art programming in the community. MOLAA is dedicated to expanding knowledge and appreciation of modern and contemporary Latin American and Latino art through its featured collections, ground-breaking exhibitions, and stimulating educational programs for children. Hyundai will also be sponsoring MOLAA’s Día de los Muertos (pictured at top) community celebration and exhibit. For more information, please visit 2024 MOLAA Day of the Dead Festival.

Philanthropic Commitments
Building on its ongoing support, Hyundai reaffirmed its commitment to AltaMed Foundation’s Health Services (right) by donating $50,000 to enhance healthcare access for underserved communities. This marks the third year of Hyundai supporting the institution to improve the quality of life for children and families.

“Supporting organizations that uplift underserved communities, especially those with limited access to healthcare, is a key part of our social responsibility efforts,” said Brandon Ramirez, director of corporate social responsibility and external relations at Hyundai Motor America. “Our commitment extends beyond business; it’s about creating lasting positive change in the communities we serve.”

Hyundai donated $50,000 to the TELACU College Success Program (left) to increase the number of Hispanic and Latino first-generation students from underserved communities majoring in the fields of STEM and business.

Congressional Hispanic Caucus Institute (CHCI)
Hyundai participated in the 2024 Congressional Hispanic Caucus Institute (CHCI) Hispanic Heritage Month Events (#CHCIHHM) as a Champion Circle Awards Gala Sponsor. The 47^th Annual Awards Gala uplifts the next generation of Latino leaders and celebrates the invaluable contributions of emerging change agents.

2025 Hyundai Tucson Hispanic Bilingual Campaign
As part of its broader year-round Hispanic marketing efforts, Hyundai launched a new creative campaign for the enhanced 2025 Tucson SUV. The campaign is designed to empower Latino consumers across all age and demographic segments to right-size their ride without sacrificing or settling in a sea of underwhelming safe-bet alternatives. Titled “Rightsizing,” the campaign is brought to life in both Spanish and English and highlights the Tucson’s bold design, innovative technology, connectivity and safety features, that perfectly fit Hispanic lifestyles.

At LTR, we salute OEMs who remain committed to diversity, equity, and inclusion. Bravo Hyundai!

Ford Appoints Latina CEO to Its Board

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Jul 302024

Member, Board of Directors, Ford Motor Company

Latino Traffic Report has learned that the Ford Motor Company board recently elected Adriana Cisneros as a director, effective immediately. Her addition expands the board to 15 directors. She joins fellow Latina, Kimberly A. Casiano of Kimberly Casiano & Associates, who was elected to the Ford Motor Company board of directors in 2003.

Cisneros was appointed CEO of Cisneros Group in 2013. Founded in 1929 in Venezuela by her grandfather Diego Cisneros as a material transport business, Cisneros Group has grown and diversified significantly over the past 95 years. Adriana Cisneros assumed leadership from her father, Gustavo Cisneros, and under her guidance the company has become a global leader in digital advertising, media and entertainment, and real estate.

Cisneros will serve on the Ford board’s Nominating and Governance and Sustainability, Innovation and Policy committees.

“Adriana will be a wonderful addition to our board,” said executive chair Bill Ford. “She’s a CEO who has successfully modernized a family-led business by consistently thinking outside of the box and shattering conventions, experiences that are highly relevant as our team transforms Ford to compete and win in an exciting new era for the automotive industry.”

In addition to her longtime leadership of Cisneros Group, where she previously was vice chair and director of strategy, Cisneros has extensive board experience. She serves as a director of Mattel Inc., AST Spacemobile Inc. and the Paley Center for Media and as a trustee of the Knight Foundation, among other organizations. Cisneros is a passionate supporter of arts and education, actively involved in institutions such as the Museum of Modern Art in New York City and its Latin American Acquisitions Committee.

Cisneros earned a bachelor’s degree from Columbia University and a master’s degree in journalism from New York University. She is a Henry Crown Fellow and also completed studies at Harvard Business School’s prestigious Program for Leadership Development.

Certain Large SUVs Falter in IIHS Tests

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Jun 072024

Latino Traffic Report has learned that for drivers of large SUVs, their imposing size comes with a sense of security. But some models are safer than others, new ratings from the Insurance Institute for Highway Safety (IIHS) show.

The Jeep Wagoneer is the only model out of three popular large SUVs tested to qualify for a 2024 TOP SAFETY PICK award. Other bestsellers, the Chevrolet Tahoe and Ford Expedition, fell short for multiple reasons, including subpar performance in the small overlap front crash test. More than 90 percent of new models have sailed through this evaluation with good ratings since 2021.

These vehicles are designed to be people haulers, as well as to tow boats and campers. But none of them offers good protection for back seat passengers—a shortcoming that prevents the Wagoneer from earning the higher-tier TOP SAFETY PICK+ award.

“The huge mass of these large SUVs provides some additional protection in crashes with smaller vehicles, though that also means they present more danger to other road users,” IIHS President David Harkey said. “The flip side of their large size is that there is a lot more force to manage when they crash into a fixed obstacle like a tree or bridge abutment or the barrier we use in our front crash tests.”

Those high forces proved to be a challenge for all three vehicles, but the Wagoneer outperformed the others. In the small overlap evaluation, based on tests conducted on both sides of the vehicle, the good-rated Wagoneer did a good job maintaining survival space for the driver and front passenger. It performed slightly worse in the driver-side test: Slight intrusion in the footwell resulted in a modest risk of injury to the driver’s left foot and ankle. In both the driver- and passenger-side tests, the front and side curtain airbags worked correctly to prevent the dummies’ heads from coming close to the stiff structures of the vehicle, and measures taken from the dummies did not show any other heightened risk.

In the driver-side test, the acceptable-rated Tahoe maintained adequate survival space for the driver, and the airbags and restraints worked well. However, there was enough intrusion into the footwell that injury measures taken from the driver dummy showed a substantial risk of lower leg injuries. Performance was worse in the passenger-side test.
Extensive intrusion into the footwell contributed to a high risk of injury to the right foot and moderate risk of injury to the left leg of the passenger.

The structure of the marginal-rated Expedition did not hold up in the tests of either side. In the driver-side test, the steering column partially detached from the instrument panel, and in both tests the A-pillar separated from the rocker panel. Excessive intrusion into the footwell contributed to a high risk of injury to the driver’s right leg and moderate risk to the left. Footwell intrusion was also seen in the passenger-side test to a lesser extent.

All three vehicles earn a good rating in the original moderate overlap front evaluation, which only considers the level of protection provided in the front seat. None allowed substantial intrusion into the driver’s survival space. However, the driver dummy’s head hit the steering wheel through the airbag in the Wagoneer, and the driver’s side curtain airbag in the Expedition did not deploy during the test.

Only the marginal-rated Expedition has second-row belt pretensioners, which can mitigate belt forces, but its injury metrics were no better than those seen in the other two SUVs. The Expedition’s side curtain airbag for the rear passenger also failed to deploy, but that wasn’t enough to change its overall rating.

In the poor-rated Tahoe, measurements taken from the rear dummy showed a high risk of head or neck injuries, along with the chest injury risks. The second-row lap belt in the Tahoe also slid onto the rear dummy’s abdomen from the ideal position on the pelvis, increasing the risk of abdominal injuries.

“These discouraging results show that some popular vehicles still lag behind in meeting the most advanced safety standards,” said Raul Arbelaez, vice president of the Institute’s Vehicle Research Center. “The good news is that the top performer in this class proves that automakers can readily address these problems.”

All three SUVs breezed through the updated side test with good ratings, though the rear dummy’s head thumped hard against the side curtain airbag in the Expedition.

The seat belt reminders in the Expedition earn a good rating, while the Tahoe’s are rated acceptable because there is no reminder for the second-row seating positions. The Wagoneer earns a marginal rating because its unbelted occupant alert doesn’t come on fast enough. It also lacks a second-row belt reminder.

Both the Wagoneer and Tahoe earn good+ ratings for the ease of use of their LATCH systems, which are intended to make it easier to install a child seat properly. The Expedition earns an acceptable rating.

Hyundai/Genesis Spotlight Latina Company Execs

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Mar 082024

Marking Women’s History Month and International Women’s Day, Reuters released its list of Top 20 Trailblazing Women in Automotive. Latino Traffic Report (LTR) has learned that included in the list were two Latinas, Genesis Motor North America chief operating officer Claudia Marquez and Angela Zepeda, chief marketing officer for Hyundai Motor America. In naming recipients for its list, the publication sought nomination of individuals who have had a lasting impact on their industries, with a demonstrable track record of influence, impact, and leadership. Nominations were received from a broad set of industry stakeholders including but not limited to Reuters Professional and the communities served by Reuters Events.

Photo by Jonathan Vandiveer

“Having Angela Zepeda recognized as a global Trailblazer by Reuters is an exceptional recognition for Angela and the company,” said Randy Parker, CEO, Hyundai Motor Company. “Angela brings many natural talents to her role as CMO, and we applaud her for the significant contributions she has given to the organization and the Hyundai brand DNA through her creative marketing abilities and successful leadership. Keep on trailblazing!”

Zepeda (right) has made several significant achievements in her role at Hyundai including a first-ever social media initiative to celebrate football’s biggest game. Hyundai went offline to conquer the Big Game weekend in the all-new Santa Fe SUV and handed its Instagram account over to twenty-two other brands including, Weber Grills, the Los Angeles Rams, the Houston Texans, Mint Mobile and more. Thereby, creating never-before seen unique product content and applauses from many audiences.

Zepeda is also an expert in marketing to women, with a keen understanding of the emotional triggers involved in women’s retail habits. She has spoken on the topic at various conferences, including the ISSM CONVERGE Conference, the WLN Conference, the M2W Conference in Chicago, and the Marketing to Women Conference in Copenhagen, Denmark.

In response to the recognition for Marquez (right), José Muñoz, president and global COO of Hyundai Motor Company, and president and CEO of Genesis Motor North America said: “Claudia has been blazing trails in this industry since I’ve known her, so it’s no surprise that Reuters is recognizing her leadership. Since joining Genesis two years ago, Claudia has made a tremendous impact on the business and the brand. As a leader she lives the Genesis brand values of performance and excellence and is well respected throughout the industry and with our retail partners. We are so very proud to honor her and the other Trailblazing women in this wonderful industry.”

Under Marquez’s leadership, Genesis strengthened its position in the United States with recording-breaking sales, expansion of its U.S. retail network, and increasing brand awareness.

In 2023, Genesis reported a best-ever annual U.S. sales achievement with 69,175 vehicles sold, representing a 23 percent year-over-year increase. The brand also expanded its U.S. retail network with the opening of several standalone facilities.

Marquez has more than 28 years of experience in the automotive industry. Previously, she served as CEO of Hyundai Motor Mexico and has held positions in multiple automotive brands, including BMW, MINI, Land Rover, Nissan, and Infiniti.

LTR celebrates the accomplishments of these Latinas and wishes them continued success.

Chevrolet, Jeep, Hyundai, Kia, Genesis, Toyota, and Volkswagen Models Win Hispanic Motor Press Awards

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Nov 202023

2024 Hyundai Kona HMPA Electric Vehicle of the year

LOS ANGELES, Calif. – November 16, 2023 – The Hispanic Motor Press Awards (HMPA)—
the premier automotive awards by independent Hispanic media and content creators including Latino Traffic Report founder Valerie Menard—revealed the winners for 2024 during the recent opening of the Los Angeles Auto Show (LAAS) and AutoMobility LA.

The fourteenth annual HMPA program presented by Quaker State identifies the best new vehicles for Hispanic car buyers, considering manufacturer advancements in cleaner mobility, technology, safety features, infotainment, and driver experience.

The HMPA top 2024 vehicles for Hispanics are:
Electric Vehicle – Hyundai Kona Electric
Family Vehicle – KIA Telluride
Pick Up Truck – Chevrolet Colorado
SUV – VW Atlas 7
Luxury Vehicle – Genesis Electrified GV70
Adventure Vehicle – Jeep Wrangler 4Xe
Best Tech – Toyota Prius

2024 Chevrolet Colorado HMPA Pickup Truck of the year.

“We are delighted to return to AutoMobility LA to announce our HMPA winners in collaboration with Quaker State,” states Ricardo Rodriguez-Long, a veteran automotive journalist and founder of the Hispanic Motor Press. “Hispanics continue to rise as a driving force shaping U.S. culture while impacting our economy including the automotive industry with 25 percent of vehicle sales. Today’s winners represent brands offering class-leading vehicles that align with Hispanic car buyers’ preferences as we assist them in making informed decisions.”

At the annual HMPA program, Quaker State joined forces with Hispanic Motor Press to award scholarships to college students specializing in communications,

2024 Genesis Electrified GV70 HMPA Luxury Vehicle of the year.

automotive, and technology fields. Adding even more excitement to the occasion, Daniel Suárez, driver of the #99 Quaker State Chevrolet for Trackhouse Racing in the NASCAR Cup Series, had the honor of presenting these prestigious scholarships.

“We are honored to support these aspiring future leaders by helping to energize their educational journeys,” says Amanda Luce, Quaker State Brand Manager. “On behalf of Quaker State, congratulations to the scholarship recipients and the winning brands for demonstrating automotive excellence among Hispanic car buyers.”

The winning vehicles will be showcased in an exclusive staged area throughout the duration of LAAS taking place through November 26 at the Los Angeles Convention Center.

VW Atlas 7 HMPA SUV of the year

The 2024 HMPA Jurors represent a distinguished, independent group of Hispanic automotive journalists, content creators and industry influencers selected by the organization’s advisory board who volunteer their own time to participate and to help the Hispanic consumer make an informed choice. Over 100 new vehicles were tested during 2023.

Auto manufacturers voluntarily submitted their entries, and the jury panel evaluated the vehicles’ features
including overall design, comfort, safety, economy, handling, performance, functionality, infotainment
integration, interior design, environmental requirements, driver satisfaction, and value.

Toyota Prius HMPA best technology of the year.

“These car makers have consistently shown an interest in the HMPA awards by making their vehicles available to Latino auto journalists to drive and review,” says Menard. “Considering Latino auto buying power and that Latino car buyers trust opinions from Latino journalists more than most, it makes good business sense to do so.”

Hispanic Motor Press Foundation is a non-profit 501(c)3 with the objective to educate and help the
Hispanic Consumer to move towards mobility that is clean, affordable, and capable of reducing greenhouse
emissions and improve our air quality.
For more information, visit HispanicMotorPress.org. Follow Hispanic Motor Press on
X@HMotorPressOrg, Facebook@HispanicMotorPress, and Instagram@HispanicMotorPress.

The All-New 2024 Toyota Tacoma Debuts in Blue Beetle

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Sep 032023

Latino Traffic Report has learned that the 2024 Tacoma, Toyota will appear in DC’s newest movie, Blue Beetle, featuring a Latino cast. The action-packed movie, filled with heart and humor, features multiple generations of Tacoma as Jaime Reyes is forever changed when an ancient piece of alien technology, the Scarab, transforms the college grad into the hero, the Blue Beetle.

Jaime and the entire Reyes family depend on their favorite third generation Toyota Tacoma throughout the movie. The “Taco” is the pride and joy of Jaime’s Uncle Rudy, played by George Lopez. Watch how Blue Beetle, his family, and their trusty Tacoma are able to take on anything. Also, be on the lookout for a special cameo appearance by the All-New fourth generation Tacoma.

Toyota’s design and engineering teams collaborated with DC to develop a unique 2024 Tacoma design and signature paint featured in the film.

“We tasked our talented CALTY Studio team, led by Scott Roller, to conjure up a Tacoma that matched the singular style of the beloved, soon-to-be-iconic ‘Taco’ Uncle Rudy has made his own over the years, but in a way that was modern and integrated with the new 2024 Tacoma design,” said Tacoma Chief Engineer Sheldon Brown. “This is where the design of the ‘Blue Taco’ came from, and it was a pleasure to work on.”

Toyota trucks have a history in Hollywood, as the 1985 Toyota SR5 Xtra Cab was the coveted truck of Marty McFly in the 1980s film Back to the Future. Additionally, the first-generation Tundra was featured in Terminator 3: Rise of the Machines, with 600 T3 Special Edition Tundras sold that same year.

The 2024 Tacoma is the latest iteration of this off-road 4×4 icon and features an available i-FORCE MAX hybrid powertrain offering up to 326 horsepower and 465 lb-ft. of torque. This new truck has a rugged style, multiple powertrain options, 4×4 capability, and the latest safety and tech features. Also, new for 2024 is the first ever Trailhunter grade, which has been engineered from the ground-up to be the ultimate overlanding machine. The all-new 2024 Tacoma will be in dealerships by the end of the year.

Hyundai CEO Receives Top Honor in Spain

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Jul 222023

Muñoz is pictured here in the middle, holding the award.

Latino Traffic Report has learned that José Muñoz, president and global chief operating officer, Hyundai Motor Company, and president and CEO, Hyundai and Genesis Motor North America has joined the ranks of Rafael Nadal, Carlos Sainz, and other prominent Spaniards in receiving one of Spain’s top automotive honors.

Recently selected to receive the prestigious “El Abrazote de Manolo” award by the Spanish members of the Europe Car Of the Year (COTY) jury, the jury selected Muńoz for his longstanding global leadership in the automotive industry and ongoing advocacy for the industry in Spain and around the world.

“José Muñoz continues to make significant contributions to the motoring industry in Spain and internationally. On behalf of all of the COTY jury members in Spain, we offer our heartfelt congratulations,” said Xavi Pérez, COTY member. “This recognition by the Spanish members of the COTY jury is a tribute in memory of Manolo Domenech who left us 10 years ago and who represented a benchmark in motoring reporting.”

El Abrazote de Manolo, “the hug of Manolo,” is named after prominent Spanish motoring journalist Manolo Domenech who passed away in 2013. The award represents the Asturian expression ‘hug’ that Manolo Domenech used with people close to him.

“On behalf of the global team at Hyundai, I am deeply honored,” said Muńoz at a ceremony in Madrid. “Serving our customers with fantastic products and being part of a team with such a compelling vision for the future of mobility is reward enough; however, I am very thankful to the Spanish Car of the Year jury and sending a big abrazote to Manolo Domenech.”

This is the sixth El Abrazote de Manolo award. Previous recipients have included tennis champion Rafael Nadal, Formula One driver Carlos Sainz, Audi’s head of electrification Fermin Soneira Santos and COO of Kia Motors Europe Emilio Herrera, among others.

As the president and global COO of Hyundai Motor Company and the president and CEO of Hyundai and Genesis Motor North America, Muñoz is responsible for driving greater performance in key strategic regions, including Europe, India and the Middle East and Africa. This includes leading global talent acquisition & management to recruit and retain core talent in new technology-based businesses. He is also responsible for global sales, service and product planning as part of the global business operations divisiond and oversees the entire Americas market, including Hyundai Motor North, Central and South America, as the head of the Hyundai Motor Americas Region.

A native of Spain and earned his Ph.D. in nuclear engineering from Polytechnic University of Madrid and has an MBA from Instituto de Empresa (IE) Business School in Madrid. He has also completed executive management programs from Cranfield School of Management in the U.K. and INSEAD Business School in France. He is fluent in English, Spanish and French.

¡Felicidades señor!

Toyota and SHPE Award Latino Scholars

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Mar 022023

Nunca Pares Scholarship winners, (left to right): Tyler McBride, Sr. manager, Brand, Growth Audiences, Cross Vehicle Line Marketing, Vehicle Marketing and Communications, Toyota Motor North America; Ruben Bonett, Giana Aguilar-Valencia, and Maximiliano Pombo Hernández.

Latino Traffic Report has learned that Toyota’s Nunca Pares (Never Settle) Scholarship campaign, in partnership with the Society of Hispanic Professional Engineers (SHPE), has awarded three Latino students with a $25,000 scholarship each.

The scholars were celebrated at a ceremony held at Toyota’s North American headquarters in Plano, Texas on February 28:

Giana Aguilar-Valencia – Junior at DePaul University, studying computer science
Ruben Bonett – Junior at Texas A&M University, College Station, studying electrical engineering
Maximiliano Pombo – Junior at Texas A&M University, College Station, studying computer science

With these scholarships, Toyota joins SHPE in the shared mission of expanding science, technology, engineering and math (STEM) opportunities for Hispanic-heritage students. Each student demonstrated unyielding determination to making their dreams come true.

“We recognize these students for their commitment to creating solutions for a better tomorrow,” said Tellis Bethel, group vice president, Social Innovation, Toyota Motor North America. “Driving educational opportunities to Hispanic students is important to the development of future innovations for a more equitable and sustainable society. We’re excited to see how far these students go and to have the opportunity be a part of their continued educational journey.”

For more than 20 years, Toyota has engaged with SHPE on a regional and national level, including participation in their national conference. Toyota’s college programs with SHPE encompass recruitment efforts, co-ops, internships and scholarships.

“We’re excited to see this scholarship opportunity come to life for our members thanks to Toyota,” stated Monique Herrera, chief external relations officer, SHPE. “The Toyota Nunca Pares Scholarship gives these students the opportunity to continue pursuing their higher education goals by providing much needed financial support so they can achieve their dreams.”

Katya Echazarreta joined the ceremony to share her inspiring story. As an electrical engineer and the first Mexican-born woman to travel to space, Katya’s journey to becoming one of the youngest women in space exemplifies her resolve to be an example of success for others pursuing a career in STEM.

Toyota’s Nunca Pares brand campaign celebrates Latino’s collective spirit of pushing forward, to never give up on achieving their goals, regardless of the challenges. It was developed by Toyota’s marketing agency, Conill.

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