Our Mission and Vision


Mission - What is our purpose?

Make a difference for ethnic minorities in the auto industry through:

  • Advocacy: Be a voice of advocacy for minority dealers for the viability and expansion of Toyota and Lexus dealer body.
  • Success: Help develop and promote programs that enhance the profitability, knowledge, retention, success and growth of Toyota and Lexus minority dealers and the brand.
  • Partnership: ¬†Partner with Toyota and Lexus to improve understanding of ethnic minority marketing and meeting the needs of the growing base of minority consumers, as well as businesses, governmental and industry stakeholders.

Vision - What do we want to be?

A Diverse Dealer Association focused on sustainability and growth of the dealer body that reflects a continuous improvement towards the ratio of Toyota and Lexus minority customers, and ensures the future of Ethnic Minority Dealers.

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