- Gotzon Mantuliz, Toyota ambassador since 2022, embodies the values of sustainability, authenticity and emotional connection that define the brand’s vision.
- Under the slogan ‘Don’t try to understand it. Dare to feel it’, the creative focus is on emotion, design and the sensory experience behind the wheel.
- The campaign reinforces the positioning of the Toyota C-HR as one of the most desirable and successful models in the C-SUV segment and one of the most competitive crossovers on the Spanish market.
- National roll-out on television, Smart TV and digital platforms, featuring the Hybrid and Plug-in Hybrid versions.
Toyota Spain presents a new national campaign for the Toyota C-HR, now in its second generation, one of the brand’s most iconic and representative models, with Gotzon Mantuliz as the star. The content creator and environmental advocate, Toyota ambassador since 2022, becomes the figure who best represents the connection between mobility, emotion and conscious lifestyle.
The campaign is based on a clear insight: not all important decisions are made logically; some are felt. Under the slogan “Don’t try to understand it. Dare to feel it”, the advert constructs a sensory narrative that connects universal experiences — emotion, intuition and beauty — with the unique character of the Toyota C-HR, a vehicle that stands out for its provocative design, distinctive personality and efficient hybrid technology.
In this context, Gotzon Mantuliz acts not merely as an influencer, but as the embodiment of the Toyota philosophy. His connection with nature, his understanding of movement and his commitment to sustainability naturally connect with the vision of a brand that inspires confidence in its customers and is committed to building more responsible, humane and connected mobility.
The Toyota C-HR, the brand’s flagship in terms of design and desirability, is the real star of the campaign. The narrative culminates in the vehicle as an emotional response, reinforcing its positioning as one of the most desirable, accessible and distinctive C-SUVs on the market, available in hybrid (HEV) and plug-in hybrid (PHEV) versions.
The campaign will run nationally between 26 January and 30 March 2026, with 30-, 20- and 15-second spots, and will feature multimedia activation on television, Smart TV and digital environments, designed to maximise awareness, emotional connection with consumers and brand recall.
With this initiative, Toyota Spain reaffirms its commitment to communication that highlights not only technology and design, but also the thrill of driving and the ability of mobility to inspire.
Let's Go Beyond by Toyota
Toyota, with its Toyota and Lexus brands, is a world leader in the marketing of electrified models, with more than 25 million electrified cars sold worldwide and more than half a million units in Spain since 1997. Toyota’s electrification roadmap, with its sights set on a CO2-free society, began more than 25 years ago with the birth of hybrid technology, and we have been working towards that goal ever since. This demonstrates the brand’s commitment to helping achieve sustainable mobility by reducing greenhouse gas (CO₂) emissions to help combat climate change and reducing pollutant emissions (NOx and particulates) that directly affect people’s health. In fact, NOx emissions are 95% below the limit set by current legislation. For example, in Corolla Touring Sports, nitrogen oxide emissions are only 6 mg/km, compared to the expected limit of 60 mg/km for Euro6 petrol cars and 80 mg/km for Euro6 diesel cars. Taking action to tackle climate change is a pressing issue around the world, and promoting sustainable, low-carbon energy has long been a major goal. That is why the company is taking another step forward in addressing environmental challenges, bringing hydrogen technologies to the forefront and seeking to make it the primary energy source for tomorrow’s society. A future society in which there will not only be no emissions, but we will also go further, connecting people, buildings and vehicles in a unique ecosystem, which will lead to a better society, with mobility for all at its core, a mobility that goes beyond cars and is about overcoming challenges and making dreams come true.
Toyota España (TES) distributes, markets and provides after-sales service for Toyota and Lexus vehicles from its headquarters in Alcobendas (Madrid), with a network of 74 Toyota dealerships, 160 Toyota sales outlets and 177 Toyota workshops. Vehicles are distributed from the logistics centre in Sagunto (Valencia) and spare parts from the central warehouse in Illescas (Toledo). Toyota Spain also has a training centre in Alcobendas (Madrid). In the 2025 financial year, Toyota sales in Spain reached 105,424 registered units and Lexus sales reached 9,200 units.
Source: Marketing and Communication, TOYOTA SPAIN