Toyota Showcases All-New 2026 RAV4 and Team Toyota Athletes in Super Bowl LX

Rhea-AI Summary

Toyota (NYSE:TM) debuts two 30-second Super Bowl LX spots on Feb. 6, 2026 featuring the all-new 2026 RAV4 and Team Toyota athletes. The ads—"Superhero Belt" and "Where Dreams Began"—use origin-story storytelling to spotlight family moments and athletes Puka Nacua, Oksana Masters and Bubba Wallace.

The campaign includes game-week activations in San Francisco, on-site Super Bowl Experience exhibits, and a post-game media flight to extend reach.

Key Figures

Super Bowl spots: Two 30-second ads RAV4 model years: 1997 and 2026 RAV4

2 metrics

Super Bowl spots Two 30-second ads Toyota’s Super Bowl LX campaign for 2026 RAV4 and Team Toyota

RAV4 model years 1997 and 2026 RAV4 Storyline contrasts original RAV4 with all-new 2026 RAV4

Market Reality Check

Price: $244.22 Vol: Volume 374,222 is 1.1x th...

normal vol

$244.22 Last Close

Volume Volume 374,222 is 1.1x the 20-day average of 339,831. normal

Technical Shares at $237.19 trade above the 200-day MA of $196.45, near the 52-week high of $242.96.

Peers on Argus

TM is down 1.74% with modestly elevated volume, while major peers like GM, STLA,...

1 Up 1 Down

TM is down 1.74% with modestly elevated volume, while major peers like GM, STLA, and RACE are also down and F is slightly negative, but scanner data shows mixed momentum (NIO up, STLA down), supporting a stock-specific, not coordinated, sector move.

Historical Context

5 past events · Latest: Jan 30 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Jan 30	Super Bowl activation	Positive	-0.1%	Glow Up Classic event and broader NFL FLAG support around Super Bowl LX.
Jan 29	Athlete partnerships	Positive	+3.7%	Recognition of Team Toyota Winter Olympic and Paralympic athlete ambassadors.
Jan 28	Product award	Positive	-2.3%	Tacoma named Truck of Texas again after record 2025 sales performance.
Jan 05	Tech partnership	Positive	+0.5%	Next-gen navigation with Mapbox debuting in all-new 2026 RAV4 and future models.
Jan 05	Sales results	Positive	+0.5%	2025 U.S. sales growth, strong electrified mix, and major U.S. battery investment.

Pattern Detected

Recent brand and product news has often produced small, mixed price reactions, with both gains and pullbacks on otherwise positive headlines.

Recent Company History

Over the past months, Toyota has highlighted marketing partnerships, product strength, technology, and strong 2025 sales. Youth- and sports-focused initiatives around Super Bowl LX, recognition of Team Toyota winter athletes, and Tacoma awards reinforced brand equity, while navigation upgrades debuting in the 2026 RAV4 and robust 2025 U.S. sales of 2,518,071 vehicles underlined operational momentum. Price reactions around these positive updates have been modest and sometimes negative, suggesting that upbeat news does not always translate into immediate upside.

Regulatory & Risk Context

Active S-3 Shelf

Shelf Active

Active S-3 Shelf Registration 2025-06-20

Toyota has an effective automatic shelf registration on Form F-3ASR filed on 2025-06-20, covering senior debt securities. The shelf has been used at least 2 times, including sustainability bond-related prospectus supplements in late June 2025, providing flexibility to issue additional senior debt over the shelf’s life.

Market Pulse Summary

This announcement highlights Toyota’s marketing push around Super Bowl LX, using two 30‑second spots...

Analysis

This announcement highlights Toyota’s marketing push around Super Bowl LX, using two 30‑second spots to showcase the all‑new 2026 RAV4 and Team Toyota athletes. It extends recent campaigns emphasizing sports partnerships and new technology. Historically, similar branding and product stories produced modest and mixed price reactions, suggesting sentiment often depends on broader sector and macro conditions. Going forward, investors may watch for concrete sales data on the 2026 RAV4 and further updates tied to ongoing capital markets activity.

AI-generated analysis. Not financial advice.

Two 30-second spots explore origin stories that shape the destination

PLANO, Texas, Feb. 6, 2026 /PRNewswire/ -- Toyota Motor North America (TMNA) returns to the Super Bowl this year with two powerful 30-second spots airing during Super Bowl LX, reinforcing the brand's belief that while destinations may change, the people beside us are what truly matter.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/toyota/9380251-en-toyota-showcases-all-new-2026-rav4-athletes-super-bowl-lx

The two ads, "Superhero Belt" and "Where Dreams Began," bring Toyota's long-standing human-centric storytelling to life spotlighting moments, relationships and dreams that shape who we become along the way.

The film "Superhero Belt" explores the connection between a doting grandfather and grandson, and how their relationship only grows stronger with time. The story begins when the grandfather takes his grandson for a ride in his 1997 Toyota RAV4. The moment proves to be such a core memory, the grandson proudly recreates it for his grandfather almost 30 years later, this time in his all-new 2026 RAV4 with the roles reversed. The seating arrangements may have changed, but the love—and the inside jokes—never will. "Superhero Belt" was created by Saatchi & Saatchi and directed by Rodrigo Saavedra at Pulse Films.

"As the Official Automotive Partner of the NFL, the Super Bowl gives Toyota an unmatched stage to tell stories that connect with fans," said Dedra DeLilli, vice president, marketing communications, Toyota Motor North America. "Whether it's the nostalgia of a ride in a grandfather's RAV4 or the unflinching determination of a Team Toyota athletes' lifelong journey, the origin shapes the destination for us all. Together, these stories reflect Toyota's belief that while where we're going matters, it's the moments and people along the way that truly define the journey."

In "Where Dreams Began," the spot imagines what greatness looked like from day one. Featuring Team Toyota athletes – NFL wide receiver Puka Nacua, U.S. Paralympian Oksana Masters and NASCAR driver Bubba Wallace – the spot rewinds the clock to a time before trophies and the glory, when every champion was just a kid with a dream. Training alongside their pint-sized younger selves; mini coaches who push, motivate and remind the world-class athletes why they started. Every great destination has a beginning and Toyota celebrates those committed to the journey. "Where Dreams Began" was created by Unverified, produced by Sweatpants Media and directed by Alberto Blanco.

As the Official Automotive Partner of the NFL, Toyota has delivered a dynamic, multi-faceted presence across San Francisco throughout the week - celebrating community, sport and the journeys that connect them. Toyota kicked off Super Bowl LX week with activations and programming, including Radio Row, NFL FLAG Players of the Year at NFL Honors, and the Toyota Glow Up Classic, a unique black-light flag football showdown spotlighting girls in the sport. Toyota continues to bring the fans inside the action at Super Bowl Experience with a lineup of hands-on activations showcasing innovation across its vehicle portfolio, including the all-new 2026 RAV4, bZ, Tundra and more. Click here for more information.

Click here to view the 30-second spot, "Superhero Belt" and here to view the 30-second spot, "Where Dreams Began." Both ads will have a robust media flight post-Super Bowl LX. For images and credits, click here 

About Toyota

Toyota (NYSE:TM) has been a part of the cultural fabric in North America for nearly 70 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our more than 1,800 dealerships.

Toyota directly employs nearly 64,000 people in North America who have contributed to the design, engineering, and assembly of nearly 49 million cars and trucks at our 14 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

Beatrice Kalish
Saatchi for Toyota
512-814-9454
beatrice.kalish@saatchi.com

 

 

 

 

 

View original content:https://www.prnewswire.com/news-releases/toyota-showcases-all-new-2026-rav4-and-team-toyota-athletes-in-super-bowl-lx-302679586.html

SOURCE Toyota

FAQ

What does Toyota (TM) showcase in its Super Bowl LX ads on Feb. 6, 2026?

Toyota showcases the all-new 2026 RAV4 and human-focused origin stories in two 30-second ads. According to the company, the spots highlight family memories and Team Toyota athletes to emphasize journeys and relationships over destinations.

Who are the Team Toyota athletes featured in the Toyota Super Bowl LX spot?

The spot features NFL wide receiver Puka Nacua, U.S. Paralympian Oksana Masters, and NASCAR driver Bubba Wallace. According to the company, each athlete appears alongside youthful versions of themselves to show how early dreams shaped their careers.

What is the story behind the "Superhero Belt" Toyota ad during Super Bowl LX?

"Superhero Belt" tells a multigenerational story centered on a 1997 RAV4 and the new 2026 RAV4. According to the company, the film shows a grandfather and grandson trading roles nearly 30 years later, emphasizing enduring family bonds and nostalgia.

How is Toyota extending its Super Bowl LX presence beyond the TV spots?

Toyota runs on-site activations, community programming and a Super Bowl Experience exhibit in San Francisco during game week. According to the company, activities include Radio Row, NFL FLAG programming and hands-on displays of the 2026 RAV4 and other vehicles.

Where can viewers watch Toyota's Super Bowl LX spots after the broadcast?

Both 30-second ads will have a robust post-game media flight and online availability. According to the company, the spots will be accessible via Toyota's digital channels and broader media placements following Super Bowl LX.