Guam’s Toyota community comes together for Toyotafest

Toyota Tacoma entries featured at Tacomafest held by Atkins Kroll in 2022. This year’s Toyotafest will include seven competitive categories, plus a Show and Shine non-competitive category for both Toyota and Lexus vehicles. Register today at www.akguam.com/toyotafest.

For generations, Toyota has been more than a vehicle in Guam. It has been part of the way people explore the island, build memories, pursue adventure, and connect with one another. On October 17, Atkins Kroll Guam will bring that shared passion together for Toyotafest, an evening celebrating Toyota pride, the people behind the vehicles, and the community that continues to make the brand such an important part of island life.

Taking place from 6 to 10 p.m. at Atkins Kroll in Tamuning, Toyotafest will bring together Toyota and Lexus owners, automotive enthusiasts, families and community members for an evening of vehicle displays, food, entertainment and family-friendly activities.

From restored classics and iconic Supras to custom street builds, lifted Tacomas, rugged 4Runners and meticulously modified performance vehicles, Toyotafest will showcase the incredible variety of Toyota and Lexus vehicles found throughout the island. More importantly, it will celebrate the stories, creativity and pride that owners have poured into them.

Atkins Kroll has been part of Guam’s story for more than a century. Founded in 1914, the company has grown alongside generations of island families and has represented Toyota in Guam for decades. Toyotafest is a natural extension of that relationship—a celebration of a brand that has become deeply connected to Guam and the people who call the island home.

“There is something special about Toyota pride in Guam. You see it everywhere—from the vehicle someone has owned for decades to the Tacoma they have built for their latest adventure. These vehicles become part of our lives, and the memories we make with them become part of our stories,” said Trina Cruz, Marketing and Brand Engagement Director at Atkins Kroll Guam.

“Atkins Kroll has been part of this community for more than a century, and we have had the privilege of watching generations of Guam families grow up with Toyota. Toyotafest is our way of celebrating that connection. It is not just about the vehicles; it is about the people, the families, the friendships and the passion that bring this community together,” added Cruz.

SHOWCASE YOUR TOYOTA PRIDE

Participants can register their vehicles in either a competitive or non-competitive category. First-, second- and third-place awards will be presented in each competitive category. For those wanting to put their Toyota or Lexus on display and share their pride without competing, there’s a non-competitive Show & Shine category. Competitive registration is $50, and $25 for non-competitive, and all registered participants will receive exclusive Toyotafest merchandise.

Competitive entries will be judged across seven categories:

• 2-Door – Two-passenger-door vehicles, including sports cars, coupes and convertibles
• 4-Door – Four-passenger-door vehicles, including sedans, wagons and vans
• Lexus – Lexus vehicles, including street, VIP, modified builds, and SUVs
• Race – Purpose-built or heavily modified performance and track vehicles
• Truck – Custom small- to mid-size pickup trucks
• Off-Road – Vehicles built for rugged terrain, featuring 35-inch tires or larger, lifted suspensions and other off-road modifications
• SUV – Mid-size and full-size SUVs featuring street, lifted, overland or lowered builds with 34-inch tires or smaller

AN EVENING FOR THE ENTIRE COMMUNITY

Beyond the vehicle showcase, Toyotafest is free and open to the public, and will feature food vendors, entertainment, interactive activities and opportunities for owners and enthusiasts to connect with one another.

To accommodate attendees and help manage the traffic flow, Atkins Kroll has partnered with Camacho Landmark Center, ITC Building, and Guam Premier Outlets or GPO to provide designated event parking and intermittent shuttle services to and from the venue.

While the vehicles may be what brings people through the gates, the community is what makes Toyotafest special. Whether someone has spent years building their dream vehicle, proudly maintains a family Toyota that has been passed down through generations, or simply appreciates the vehicles that have become a familiar part of Guam’s roads, everyone has a place at Toyotafest.

“We want Toyotafest to become something the island looks forward to year after year—a place where longtime Toyota owners can share their pride, where enthusiasts can connect and where the next generation can discover the community behind the vehicles,” said Trina Cruz.

“We are incredibly excited to see this event grow for years to come and become a tradition that reflects the enduring relationship between Toyota, Atkins Kroll and the people of Guam,” added Cruz.

REGISTRATION IS OPEN — SPACE IS LIMITED

Registration is now open, and participants must complete the application process, including submission of vehicle photos at www.akguam.com/toyotafest. Additional questions may be emailed to [email protected].