New Hollywood Star Up for Grabs - New 2004 Prius Available Through the Environmental Media Association

TORRANCE, Calif., Sept. 11 -- With waiting lists for an all- new 2004 Toyota Prius hybrid growing weekly, the best chance to be one of the first to drive the most fuel-efficient midsize sedan in America may come through an opportunity drawing being staged by the Environmental Media Association (EMA), a Los Angeles-based non-profit group.

EMA, which works with the television, film and entertainment community in an effort to increase environmental awareness, is holding a drawing for one of the first 2004 Prius available in America. Toyota Motor Sales, U.S.A., Inc., donated the vehicle in support of the organization's efforts.

Tickets for an opportunity to win the vehicle are $50 and available on the EMA website www.ema-online.org. The winner will be announced at EMA's 13th Annual Environmental Media Awards in Los Angeles on November 5, 2003.

"The Prius has become a favorite of people in the entertainment industry and elsewhere who want to do something positive for the environment," said Debbie Levin, EMA president. "Toyota is a strong supporter of our mission and we believe awarding someone a Prius is a great way to showcase how people can make a difference."

The Prius was recently named one of the "66 Things Stars Want To Get Their Hands On This Summer" by Los Angeles Magazine. Celebrity Prius owners include Leonardo DiCaprio, Cameron Diaz, Larry David and Bill Maher.

The Prius was the world's first mass-produced gas-electric hybrid car when it was introduced in 1997 and more than 120,000 have been sold since. It has a combined electric motor/gas engine powerplant that recharges its own batteries while driving, so it never needs to be plugged in.

For the 2004 model year, the Prius has been completely re-designed and features a new Hybrid Synergy Drive(R) system for improved performance, lower emissions and increased fuel efficiency, with a combined city/highway fuel economy rating of 55 mpg. The new Prius also is bigger and moves into the midsize class -- about the same size as the Toyota Camry, the best-selling car in America.

The Environmental Media Awards honor film and television productions that increase public awareness of environmental issues and inspire personal action. The awards also recognize writers, producers, directors, actors, musicians and others in the entertainment industry who actively express their concern for the environment through their work. Past honorees have included Pierce Bronson, Blythe Danner, The Dave Matthews Band, Rob Reiner and John Travolta. This year's honoree will be Edward Norton for his innovative work to promote the use of solar energy.

EMA was created in 1989 as a non-profit 501(c)3, with the concept that through television and film, the entire entertainment community could influence the environmental awareness of millions of people. Through the use of weaving environmental messages within entertainment programming and utilizing "celebrity" for positive role modeling, EMA continues to have a profound effect on how the public receives environmental information.

Toyota Motor Sales, U.S.A., Inc. (TMS) is the sales, marketing, distribution and customer service arm of Toyota, Lexus and Scion in the United States, marketing products and services through a network of nearly 1,400 Toyota, Lexus and Scion dealers in 49 states. Toyota is the third-largest vehicle manufacturer in the world and the fourth-largest automaker in the United States. The company is committed to developing vehicles with efficient fuel consumption and clean emissions that can be easily recycled and have a minimal impact on the environment. For more information please visit http://www.toyota.com/about/environment/.