Latino Toyota owners who have been loyal to the brand were recently treated a special sponsored private concert which saw Grammy Award winner Ricky Martin entertain the guests with his long time hits as well as new music from his latest album titled, A Quien Quiera Escuchar.

For a decade now Toyota has been the number one brand in the Hispanic market and the company showed their appreciation of the loyalty shown by people for the Hispanic community by throwing a special event hosted at the Nokia Theatre L.A. LIVE.

“We wanted to thank them for making Toyota their favorite brand for the past 10 years. We couldn’t have found a more fitting partner than Ricky Martin who also understands the power of Latino loyalty,” said Jack Hollis who is Toyota’s vice president of the company’s Division marketing at Toyota Motor Sales, in the United States.

Over the past couple of years Toyota have recognized the importance of the Latino community when it comes to making sales of their cars and have in several occasions come up with campaigns which have been specifically targeted to the Hispanic community, most notably the company launched a campaign dubed “Mas Que Un Auto” or “More Than Just A Car,” a campaign which acknowledged the importance of vehicles in the Hispanic community.

“In creating the campaign, our challenge was to find an idea that could truly express the love between the Latino consumer and the brand. For them, their Toyotas are almost members of their families. Once the team uncovered this insight, the execution took shape quickly,” said Javier Campopiano, who is a Chief Creative Officer at a Toyota’s Hispanic marketing partner named Conill.