Toyota and Latin Grammy–winning Colombian pop star Ela Taubert wrapped up their U.S. tour partnership with a special fan-selected pop-up performance in Las Vegas, bringing the collaboration to a close after a series of concerts across major American cities.
The collaboration concluded with a live performance tied to Taubert’s tour “Preguntas a las 11:11.” Fans were invited to vote on the final city for the closing performance, and Las Vegas received the overwhelming majority of votes, leading to the intimate pop-up show.
The tour included stops in major cities such as Los Angeles and New York, where thousands of fans attended performances and participated in interactive brand experiences hosted by Toyota.
A key feature of the collaboration was the “Band Cruiser,” an immersive space towed by a Toyota Land Cruiser where fans could explore music-inspired displays and memorabilia before concerts. Toyota also hosted Toyota Music Den activations at tour stops, offering pre-show activities, giveaways, and interactive experiences for attendees.
Toyota said the initiative was part of its broader strategy to connect with audiences through cultural and entertainment partnerships. The company emphasized that music collaborations allow the brand to build stronger relationships with fans while supporting emerging artists.
“Our partnership with Ela underscores our commitment to supporting emerging talent and bringing culturally relevant experiences that connect fans to the music they love,” said Kaylea Spurgin, manager of sports and lifestyle sponsorships at Toyota.
Taubert expressed appreciation for the partnership and the opportunity to engage with fans throughout the tour. She described the Las Vegas finale as a memorable moment and thanked Toyota for supporting the experience.
Toyota, which has been part of the U.S. market for nearly 70 years, employs nearly 48,000 people nationwide and continues to invest in initiatives that combine mobility, culture, and entertainment.
The tour partnership highlights how major brands are increasingly working with musicians and creators to build immersive fan experiences that extend beyond traditional concerts and advertising campaigns.
Toyota and acclaimed Latin Grammy-winning pop star Ela Taubert wrap a successful U.S. tour partnership with a final performance in Las Vegas.
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— Luxenburg Magazine (@LuxenburgMag) March 5, 2026
