Transportation
Toyota Wins Big at 1st Annual Diversity Volume Leadership Awards
Alva Adams-Mason, the director of African American Business Strategy and Corporate Communications of Toyota North America (center) accepts a Diversity Volume Leadership Award for the Toyota team from Marc Bland, the vice president of diversity and inclusion for IHS Automotive (left) and Damon Lester, the president of NAMAD at the Diversity Volume Leadership Awards in Detroit, Mich. (Freddie Allen/AMG/NNPA)
By Freddie Allen
NNPA News Wire Senior Correspondent
Toyota demonstrated their commitment to reach minority consumers, winning 10 out of 20 top honors during the Diversity Volume Leadership (DVL) Awards in Detroit, Mich., a few days before the North American International Auto Show opened to the public.
The awards were determined based on new vehicle registration data collected from October 2014 through September 2015 by IHS Automotive, a research group that provides insight into the global auto industry.
The National Association of Minority Automobile Dealers (NAMAD), a non-profit group that advocates for diversity in the auto industry and IHS Automotive presented the awards.
“We wanted to recognize, celebrate and educate the fastest growing group of new vehicle consumers in the automotive industry which happens to be the diverse consumers, African Americans, Asian Americans, Hispanics, Native Americans and women,” said Marc Bland, the vice president of diversity and inclusion for IHS Automotive.
Toyota won DVL awards for sales in the New England region (RAV4), the Plains region (RAV4) and the Southeast region (Corolla) as well.
The Japanese automaker also collected awards for Top Ethnic Vehicle for African Americans and Asian Americans for the Camry and the Top Ethnic Vehicle in the Hispanic market for the Corolla. Lexus, Toyota’s luxury brand, won the award for the Top Luxury Vehicle for women for their sports utility vehicle (RX). Lexus also won the Top Luxury Vehicle for Hispanics for the IS coupe.
The Toyota Corolla drove home with the crown for Top Ethnic Vehicle.
Alva Adams-Mason, the director of African American Business Strategy and Corporate Communications of Toyota North America, said that even though Toyota has worked hard for decades to establish relationships in minority communities, the team was still surprised by how much those communities have supported the automaker.
Adams-Mason said that it was important for the Toyota team to attend the first annual Diversity Volume Leadership Awards to see the progress of the company’s efforts.
General Motors and Honda each one four DVL awards. Mercedes Benz won an award for the Top Luxury Vehicle for African Americans (C-class). The Ford Motor Company didn’t win a single award.
Damon Lester, the president of NAMAD, said that the automakers that won awards pursued and continue to pursue diversity as a business imperative at all levels.
“The winners are paying close attention to the ethnic marketplace,” said Lester.
Bland said that while the general consumer market grew 5 percent, the ethnic consumer market grew 11 percent. That means that the record number of cars sold last year would have been even higher if the general consumer market had grown at the same rate as the ethnic consumer market.
“We’re dealing with facts, that means that everybody has the opportunity to get there,” said Bland. “If you sell the most, you get an award.”
Bland continued: “What we proved, and will continue to prove, is that diversity and a focus on ethnic consumers and women is not a play of ‘Oh, that’s nice,’ or a pat on the back. It’s about growing your bottom-line business. These are the new trendsetters, these are the new volume breakers.”
Perry Watson, the chairman of NAMAD, talks about the auto industry during the inaugural Diversity Volume Leadership Awards in Detroit, Mich. (Freddie Allen/AMG/NNPA)
Perry Watson, the chairman of NAMAD, said that each trophy represents millions of dollars in sales and market share.
“Minorities are changing the course of events in the automotive industry,” said Watson. “Diversity is not only playing a central role now, but will continue to do so for years to come.”
While acknowledging the impact that minority consumers have on the auto industry, Watson lamented the lack of diversity among owners at the dealership level. Watson said that of the 18,000 new car dealerships in the United States, only about 1,100 are owned by ethnic minorities.
The DVL awards ceremony was the first of many initiatives to empower and inform ethnic minority consumers about, “who’s helping and who’s not,” Watson said.
“The battle is far from over, but progress does exist,” said Watson. “It’s not fair that we take our money and we patronize and we make these companies powerful and we don’t share in [the prosperity] at the dealerships or in advertising.”
Lester agreed, adding that automakers can increase their multicultural diversity by establishing relationships with minority-owned advertising agencies and media companies.
“Right now, a lot of manufacturers are going to this general market approach, one-size fits all, but if they want to capture the diverse marketplace and gain market share, they’re going to have to encompass all levels,” said Lester. “[Minorities] are going to have to appear in more commercials and more print ads. More than what we see currently.”
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2026 Silverado High Country What $82,004 Gets Right—and Wrong
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Is the 2026 Chevrolet Silverado 1500 High Country worth its $82,004 sticker price? Roosevelt with AutoNetwork reviews this Crew Cab 4WD, sharing firsthand observations about comfort, convenience, visibility, braking, and everyday usefulness.
Finished in Radiant Red Tintcoat with a Jet Black and Umber interior, this Silverado pairs a 6.2L EcoTec3 V8 with a ten-speed automatic transmission. The sticker lists fuel economy estimates of 15 mpg city, 20 highway, and 17 combined.
This stationary Advisor review shows the features that matter when deciding whether this truck fits your life. See how the power running boards help with entry, how the rear bumper step assists with bed access, and why the spacious cabin deserves a closer look.
Inside, I discuss the large, clear head-up display, heated driver’s seat and upper back, and power sliding rear window. Families with a young driver should also understand Teen Driver mode, including available restrictions and the driving report card that can support conversations about safer habits.
I also explain the trailer-towing assistance and why buyers should check the exact truck’s payload and trailering ratings against their needs.
There are drawbacks. In my experience, windshield glare was noticeable, the brake pedal required heavy pressure for smooth stops, and the 22-inch wheels did not deliver the ride quality I wanted, even with Adaptive Ride Control.
The 6.2L engine’s earlier recall history also deserves attention. Recall 25V274 covered certain 2021–2024 vehicles; that scope does not establish a recall on this 2026 truck. Check your VIN at NHTSA.gov/recalls before buying.
Watch for practical buying considerations, rather than just an equipment list. Which matters most to you: ride comfort, towing capability, or cabin convenience?
Subscribe to AutoNetwork for more vehicle reviews, walkarounds, and buying insights. Like, follow, and share this video with someone comparing premium pickups before their next
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ATU Local 192 Vice President Nathaniel Arnold stated “our support reflects confidence in Young’s leadership and experience as the longest-serving member of AC Transit’s current Board of Directors. His experience is particularly important as AC Transit confronts serious fiscal challenges while working to preserve and strengthen service.
In the AC Transit Ward 3 election, AC Transit’s labor organizations have recently expressed their endorsement for Director Joel Young, recognizing his longstanding commitment to public transportation, workforce investment, and the employees who keep AC Transit moving every day.
Those unions include the Amalgamated Transit Union Local 192, the International Brotherhood of Electrical Workers Local 1245, and the American Federation of State, County and Municipal Employees Local 3916.
ATU Local 192 Vice President Nathaniel Arnold stated “our support reflects confidence in Young’s leadership and experience as the longest-serving member of AC Transit’s current Board of Directors. His experience is particularly important as AC Transit confronts serious fiscal challenges while working to preserve and strengthen service.
“At a time when difficult decisions lie ahead, Young brings institutional knowledge, longstanding relationships, and a demonstrated commitment to public transportation.
“Since joining the board in 2009, Young has served in key leadership roles, including president and vice president, helping guide AC Transit through periods of growth, innovation, and change.
During his tenure, he helped AC Transit secure more than $600 million in funding to support critical transportation investments. Young has also helped advance workforce development initiatives, support transit technology improvements, expand AC Transit’s zero-emission bus fleet, and strengthen the District’s national presence on transportation policy issues.
His leadership has extended beyond the Bay Area.
Young has represented AC Transit on the national stage, including participation in the White House Roundtable on Clean Bus Manufacturing, where transit leaders and policymakers discussed the future of clean transportation and domestic manufacturing.
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