Toyota and Acclaimed Latin Grammy Winning Pop Star Ela Taubert Wrap Successful U.S. Tour Partnership with a Final Performance in Las Vegas

Toyota (NYSE:TM) concluded a U.S. tour partnership with Latin Grammy winning singer-songwriter ELA Taubert on March 4, 2026, capping the run with a fan‑voted pop‑up finale in Las Vegas.

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Toyota (NYSE:TM) concluded a U.S. tour partnership with Latin Grammy winning singer-songwriter ELA Taubert on March 4, 2026, capping the run with a fan‑voted pop‑up finale in Las Vegas. The collaboration featured the Band Cruiser and interactive Toyota Music Den activations at major-city shows.

The activation aimed to showcase Toyota's music discovery efforts by creating intimate fan experiences, pre-show activities, giveaways, and branded moments across tour stops including Los Angeles and New York.

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News Market Reaction – TM

On Mar 4, the day this news came out, TM closed 0.28% above the previous close.

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Previous Partnership Reports

2 past events · Latest: 2025-06-10

Same Type 2 events

1. 2025-06-10

   Lifestyle collaboration

   24h Move

   +0.7%

   Co-branded apparel and accessories tied to Toyota Land Cruiser.

2. 2025-05-29

   Music partnership

   24h Move

   +1.8%

   Year-long collaboration with Ela Taubert and tour sponsorship.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

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PLANO, Texas, March 4, 2026 /PRNewswire/ -- Toyota and Colombian singer-songwriter, ELA Taubert, wrapped a successful partnership during the recent U.S. leg of her tour, "Preguntas a las 11:11", with an intimate pop-up show in Las Vegas, Nevada. Thousands of fans delighted in the singer's lyrical music during tour stops in major cities including Los Angeles and New York. To mark the finale, Ela and Toyota invited fans to vote on the city where they wanted her to perform and the overwhelming number of votes were cast for Las Vegas.

"Our partnership with Ela underscores our commitment to supporting emerging talent and bringing  culturally relevant experiences that connect fans to the music they love," shared Kaylea Spurgin, manager, Sports & Lifestyle Sponsorship, Toyota. "Closing out the tour with this energetic show was the perfect finale, bringing fans together one last time in a way that felt authentic and memorable."

The partnership with Ela on her tour created meaningful opportunities for Toyota fans to experience her vibrant music. Toyota joined Ela on the road with the Band Cruiser, an intimate space towed by the Land Cruiser filled with inspirational mementos and music for fans to enjoy at concert stops. Before each performance, fans also explored the Toyota Music Den (TMD), an interactive pre-show space featuring fun activities, giveaways, and the Band Cruiser.

"I am beyond excited to have had the chance to share this special, intimate moment with my fans in Las Vegas," said Ela Taubert, Latin Grammy winning singer-songwriter. "I'm grateful to Toyota for their unwavering support on such an unforgettable ride and making this special experience happen."

Toyota's commitment to music discovery is rooted in creating authentic moments that connect artists and fans in meaningful ways. By championing emerging artists and tapping into what's culturally relevant, Toyota continues to build experiences that go beyond the stage, bringing music to life through real connection, shared passion, and unforgettable memories.

To learn more about the partnership and view Ela's musical journey throughout her tour, visit www.toyota.com/espanol/music/.

About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. for nearly 70 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our nearly 1,500 dealerships.

Toyota directly employs nearly 48,000 people in the U.S. who have contributed to the design, engineering, and assembly of more than 35 million cars and trucks at our 11 manufacturing plants. In 2025, Toyota's plant in North Carolina began to assemble automotive batteries for electrified vehicles.

For more information about Toyota, visit www.ToyotaNewsroom.com.

Media Contacts:
Sam Mahoney
Toyota Motor North America
980-900-8573
samuel.mahoney@toyota.com

Delia López
Conill for Toyota
424-239-4078
delia.lopez@conill.com

 

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SOURCE Toyota Motor North America

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What did Toyota announce about its partnership with ELA Taubert on March 4, 2026 (TM)?

Toyota wrapped a U.S. tour partnership with ELA Taubert, ending in a fan‑voted Las Vegas pop‑up finale. According to the company, activations included the Band Cruiser and a Toyota Music Den with pre‑show activities, giveaways, and branded fan experiences at major tour stops.

How did fans choose the final city for ELA Taubert's tour partnership with Toyota (TM)?

Fans voted to select the final city, and Las Vegas received the overwhelming majority of votes. According to the company, Toyota and ELA invited fans to cast votes, which determined the intimate pop‑up performance location for the tour finale.

What on‑site experiences did Toyota provide during the ELA Taubert U.S. tour (TM)?

Toyota offered the Band Cruiser and a Toyota Music Den as interactive pre‑show spaces with activities and giveaways. According to the company, these activations created intimate moments and branded touchpoints at concert stops like Los Angeles and New York.

Will Toyota continue music partnerships like the ELA Taubert tour activation (TM)?

Toyota framed the program as part of ongoing music discovery efforts focused on emerging artists and authentic fan connections. According to the company, the partnership reflects its commitment to culturally relevant experiences that connect fans to music.

How might the ELA Taubert partnership affect Toyota's brand exposure and fan engagement (TM)?

The activation likely boosted brand exposure by placing Toyota in front of thousands of concert attendees across major U.S. cities. According to the company, interactive activations and fan voting were used to deepen engagement and create memorable branded experiences.