Toyota celebrates 15-year Environmental Media Association (EMA) partnership

Article by Christian Andrei, on October 22, 2015

When Toyota originally introduced the Prius, people did not know how to react. Mainly because fifteen years ago, no one knew what a hybrid car was. However just after its release, Toyota entered into a partnership with the Environmental Media Association (EMA) to usher in this car to Hollywood.

This collaboration celebrated its 15th year last October 24, which is also the same day that the Prius will observe its 15th anniversary as well. EMA will commemorate this occasion with Lexus and Toyota during the 25th Annual Environmental Media Awards to be held at Warner bros.

Studios in Burbank, California. At this same event, Toyota will also be showcasing the 2016 Prius at the green carpet. The Environmental Media Awards pays tribute to television programs and film shows that share important environment-related lessons in powerful yet innovative ways.

For this year, the award will honor Kristin Davis, Don Henley, Zem and James Joaquin, Van Jones, and Gwyneth Paltrow, among others. There will also be a special homage for the Simpson’s TV show, which for 25 years has shown distinction in the way that it shares environmental messages.

Bob Carter, who is the Senior Vice-President for automotive operations of Toyota U.S.A., shares that thanks to the entertainment industry, hybrids are now the in-thing. Carter proudly adds that Hollywood has even managed to make the Prius a cultural icon.

The company is honored to continue supporting the industry’s positive influence when it comes to protecting the planet, Carter concludes. Compared to previous models, the 2016 Prius has been redesigned to have a more outstanding design and equipped with smarter technology.

Additionally, the MPG is better making it enjoyable to drive while making it safer for the planet. For the awards show, Lexus will also be exhibiting two models. The first is the luxury hybrid NX 300h AWD which not only has a new design but also leads its class when it comes to MPG efficiency.

The second model to be displayed is the CT F SPORT Special Edition. This particular model has the fuel efficiency the brand is known for and a suspension that has been specially tuned plus the F SPORT styling.

The vehicle is powered by a Mirai fuel cell which is able to generate the electricity needed through a combination of oxygen and hydrogen. With just one fill-up, it enables the car to run for about 312 miles. Unlike fuel-powered engines, the only thing that the Mirai emits is water vapor.

Mirai fuel cell will also be exhibited at the party and will be launched on the same week. Established by Lyn and Norman Lear and Cindy and Alan Horn, EMA is a non-profit organization which, since 1989, pursued the aim of organizing the entertainment industry to help people be more aware on issues concerning the environment. Toyota USA, is part of the Corporate Board of EMA.

Press Release


Fifteen years ago, Toyota launched a hybrid no one had heard of…the Prius. Shortly after launch, the Environmental Media Association (EMA) and Toyota connected to help bring the hybrid to Hollywood. It was the beginning of a beautiful friendship.

On Saturday, October 24, Toyota and Lexus will celebrate 15 years of partnership with EMA, and the 15th anniversary of the Prius, at the 25rd annual Environmental Media Awards at Warner Bros. Studios in Burbank, Calif. The all-new 2016 Prius will make its Hollywood debut at the green carpet event.

The award ceremony honors film and television productions that communicate environmental messages in creative and influential ways. This year’s honorees include Don Henley, Gwyneth Paltrow, Kristin Davis, Van Jones, Zem and James Joaquin, and a special tribute to 25 years the Simpson’s series excellence in environmental messaging.

“The entertainment industry elevated Prius to a cultural icon and made hybrids cool,” said Bob Carter, senior vice president, automotive operations, Toyota Motor Sales, U.S.A., Inc. “Toyota and Lexus are proud to support and celebrate Hollywood’s positive influence and impact on the planet.”

The completely redesigned 2016 Prius boasts striking design, smarter technology, and impressive MPG in a vehicle that is more fun to drive than ever. Lexus will be showcasing two vehicles for the evening. The NX 300h AWD, a luxury hybrid with class-leading MPG efficiency and innovative design and the CT F SPORT Special Edition, with sport-tuned suspension, exclusive F SPORT styling and impressive fuel efficiency.

The hydrogen powered Mirai fuel cell vehicle, which hit the streets of California this week, is also attending the party. The Mirai combines two elements – hydrogen and oxygen – to produce electricity that can power the car for an estimated 312 miles on a single fill-up. The best part is what leaves the tailpipe: only water vapor.

The Environmental Media Association (EMA), organizer and host of the awards, is a non-profit founded by Cindy and Alan Horn and Lyn and Norman Lear in 1989. EMA’s mission is to mobilize the entertainment industry in educating people about environmental issues. Toyota Motor Sales, USA, Inc. is a member of the EMA Corporate Board.

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