LAKE OSWEGO, Ore. (BRAIN) — Yakima Products' Road Warrior Program, which attends to various outdoor and automotive events over the summer to demonstrate Yakima products, will travel in new co-branded Toyota vehicles this year, in a joint promotion.
Toyota is now the vehicle partner for the program, which will use Tacoma, Highlander, 4Runner, Rav4 and Sienna models.
Besides about 75 consumer events on its calendar, the Road Warrior program makes retailer visits as well, providing hands-on product demonstrations and personalized staff training. 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's 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."
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.
"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," said Henderson.
