Toyota Brings Highway to the Future: Mobile Hybrid Experience to Hybridfest 2008

Toyota is bringing its nationwide tour called "Highway to the Future: Mobile Hybrid Experience," to Hybridfest 2008 in Madison, Wis., on July 19-20th as part of the Dane County Fair. The tour is designed to provide consumers with a firsthand opportunity to experience automotive hybrid technology and learn what they can do to make a difference in the environment.

The tour will stop at numerous public events nationwide in 2008 and consists of three simultaneously traveling exhibits. Consumers will have an opportunity to learn about hybrid technology through a number of interactive, educational stations and test drive a Toyota Prius, Camry Hybrid or Highlander Hybrid.

"This tour invites consumers to learn more about the benefits and technology of hybrid vehicles as well as Toyota's environmental initiatives," said Keith Dahl, national engagement marketing manager for Toyota Motor Sales, U.S.A., Inc. "Two of our key goals are to provide people the opportunity to take an up-close look at how hybrid vehicles operate and encourage lifestyle changes that can help protect the environment."

Highway to the Future: Mobile Hybrid Experience serves as an interactive mobile exhibit to the environment and alternative fuels. The exhibit and ride-and-drive will be located at the Alliant Energy Center in Madison from 10:00 a.m. - 4:30 p.m. on Saturday, July 19th and from noon - 4:30 p.m. on Sunday, July 20th.

There are four distinct interactive learning areas within the exhibit:

• "Alternative Fuels: Fueling the Future," identifies the differences in the various types of alternative fuels and how they are produced.
• "Environment and Resources: Small Steps, Big Difference," shows attendees what they can do to make a difference to the environment.
• "The Prius Driving Experience" simulates the current Hybrid Synergy Drive technology allowing visitors to interact with the system while on-screen instructions offer driving tips.
• "Hybrid Technology: Not All Hybrids are Created Equal" exhibit gives visitors a better understanding of the various hybrid technology options on the market and how hybrids benefit the consumer and the environment.

In addition, the exhibit provides attendees the opportunity to get behind the wheel of a hybrid vehicle to experience Toyota's Hybrid Synergy Drive system.

The hybrid experience offers more than just interesting educational activities; it also is designed to minimize its own environmental impact. Toyota will plant 50,000 trees in honor of those visiting the experience in conjunction with the National Arbor Day Foundation.

These trees will help offset the "carbon footprint" of the trucks transporting the tour across the country and will continue to have a positive impact on the environment for years to come.

Toyota's Highway to the Future: Mobile Hybrid Experience will travel to more than 150 events across the 48 contiguous United States over a total of 18 months.

Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of more than 1,400 Toyota, Lexus and Scion dealers. Toyota directly employs over 36,000 people in the U.S. and sold more than 2.6 million vehicles in 2007.

SOURCE Toyota Motor Sales (TMS), U.S.A., Inc.