Toyota picks Big Island for preview

Hawaii isn’t an automotive industry hotbed. But Toyota USA plans to stage a major national press event here in September to show off some of its 2015 models amid scenic drives and backdrops on Hawaii island.

The automaker is inviting auto writers and other journalists from around the country to learn about and test-drive the newest versions of the Camry, Sienna and Yaris. Top Toyota executives will be present, too.

Toyota routinely hosts press preview events around the world to generate publicity for its ever-evolving lineup of cars. And though the Big Island is far removed from mainland cities with car manufacturing industries, major auto shows and publications devoted to the business, it has some spectacularly scenic drives that dovetail with such an event for the company whose advertising slogan is "Let’s go places."

Dave Rolf, executive director of the Hawaii Automobile Dealers Association, said he doesn’t know of any carmaker that has held such an event in Hawaii before.

"That an automaker has chosen Hawaii as the backdrop for the introduction of a new product is fantastic," he said. "It’s not just suntan oil that you can do that with. Hawaii is just absolutely ideal for doing this even though we are not a giant East Coast or West Coast market."

Toyota is definitely using the allure of the Aloha State to attract participants.

"Familiarize yourself with the vehicles’ latest features, while driving all three models on picturesque roads throughout the Big Island," says in an invitation for the event scheduled for Sept. 15-19.

Toyota also offers to pick up the tab for travel, accommodations at The Fairmont Orchid luxury hotel and a selection of excursions that include deep-sea fishing, a helicopter tour, golf, beach dining and a sunset cruise for those invited plus a guest.

The number of journalists expected to attend the event was not available Friday. Toyota in the past has held press previews that range from small intimate groups of bloggers to big gatherings of trade and mainstream news reporters.

In Charleston, S.C., The Post and Courier reported that 90 automotive journalists planned to test-drive a restyled 2014 Highlander at a January event, though only 50 took part after an ice storm rained on Toyota’s parade.

That event followed one in November in Miami showcasing the Tundra and the Corolla.

Attending the Miami preview was Jill Seiman, author of the glamamom.com blog, who joined fellow bloggers put up at the luxury downtown Viceroy Miami hotel.

"Miami was the perfect backdrop for the event," Seiman wrote on her blog. "We took a cruise to dinner in a private cove, stopped to dip our toes in the sand while out test-driving, and had a yummy food truck lunch (complete with PIE) at Wynwood Walls, Miami’s graffiti art district."

Seiman wrote a bit about the Corolla and disclosed that Toyota paid for her travel, hotel and meals.

At a similar event in September in Seattle, a dozen writers were invited to preview the 2014 Corolla. The event included marketing and technical presentations by Toyota officials at the Experience Music Project along with dinner at and a tour of the museum founded by Microsoft co-founder Paul Allen, according to a write-up at examiner.com.

Helping organize the Hawaii event is Servco Pacific Inc., owner of the local Toyota dealerships.

The significantly updated 2015 Camry, Sienna and Yaris models are expected in Hawaii showrooms in October and November.