Building More Than Cars: Toyota Opportunity Exchange Brings Minority & Women-Owned Business Enterprises (M/WBEs) into Automotive Game

October 28, 2014
CINCINNATI (Oct. 28, 2014) – Kevin Shurn operated his business from a two-bedroom apartment when he attended Toyota’s first-ever Opportunity Exchange in 1990. Three years later, he secured his first contract, providing janitorial services to Toyota’s Georgetown, Ky., plant. Today, his Elizabethtown, Ky.-based Superior Maintenance Co. has more than 500 employees, serving Toyota manufacturing facilities in Kentucky, Indiana and Texas.
“No one goes to the extent that Toyota does to help minority and women-owned businesses,” said Shurn, now a Tier I-level supplier. “Just as Toyota expects you as a supplier to meet quality, cost, safety and delivery expectations, it has an expectation – not only a target but an expectation – for their Tier I suppliers to work with minority and women-owned businesses.”
It is a formula that has proven successful: now in its 25th year, Toyota’s annual Opportunity Exchange (OE) has resulted in more than $250 million in contracts for M/WBEs like Shurn’s.
The two-day event – which included best-practice seminars, panel discussions and a trade show – concluded Tuesday, Oct. 28, at the Duke Energy Convention Center in downtown Cincinnati. Toyota Motor Engineering & Manufacturing North America (TEMA) started OE with about 100 attendees, and it has grown to become one of the largest minority business events in the country – attracting nearly 2,000 people who attend the event free of charge.
One of those is Rosa Santana. Recently, Toyota announced her newest company – Forma Automotive LLC – as its first Hispanic woman-owned direct supplier. Beginning in 2015, Forma Automotive will assemble Tacoma truck beds at Toyota Motor Manufacturing, Texas (TMMTX). Her business success story also began at Opportunity Exchange.
“Had I not participated in OE, my company would not have been known the way it is by Toyota, and we would not have been offered this great opportunity,” said Santana, who began attending Opportunity Exchange in 2005.
To show how OE works, Santana met Shurn at the 2005 event, which resulted in a chance to provide maintenance and janitorial services to TMMTX. Superior Maintenance contracted with Santana’s original staffing company, Integrated Human Capital, to provide workers for that operation; since then, IHC has provided staffing, recruitment and direct-placement services to an additional 17 suppliers at that site.
“Twenty-five years ago we saw the need to put our commitment to diversity into action – to make it real, to reflect an example for our team, for our community and for our suppliers,” said Gene Tabor, general manager of purchasing for TEMA. “I believe Toyota’s commitment leaves our own company, our Tier I suppliers and especially our M/WBEs in a better situation.
“We have examples too numerous to mention. It starts with an introduction, and can lead to a thriving business opportunity.”
Toyota has a 5 percent goal for Tier I supplier spending with minority business enterprises in North America, and, at last year’s event, a new 2 percent goal for purchases of goods and services from women-owned businesses was announced. Toyota buys from 500 suppliers across North America, which results in $27 billion worth of purchases annually.
“I think the WBE spending goal is a positive for women,” said Linda Torakis, president of McKechnie Vehicle Components, headquartered in Roseville, Mich. “This is still a male-dominated industry and I think it’s great to encourage suppliers to look at women-owned businesses. Just providing the opportunity for us to be out there and to open the door is a great thing. We can compete on our own merits.”

Torakis began attending Opportunity Exchange in 2008, just after she and her husband had purchased McKechnie – which was on the verge of collapse. In 2010, McKechnie began talks with OE attendee Murakami Manufacturing USA Inc., which produces exterior mirrors for Toyota. This year, McKechnie secured a $1.2 million contract to supply chrome trim to Murakami for the Lexus RX350. McKechnie also connected with Tokai Rika at OE, resulting in more than $1 million for production of chrome-plated parts for the Ford Mustang and Fusion this year, and, in 2015, for the Nissan Maxima.
Tier I suppliers see a distinct value in partnering with smaller minority-owned firms.
Larry Crawford, chairman and CEO of Diversity-Vuteq LLC, is a Tier I supplier who has attended OE for nearly 15 years. “At an event like this we are always looking because people come up with innovative ideas,” Crawford said. “What’s discounted a lot is that minority companies have to be really innovative just to survive because usually they’re small in scope and face enormous challenges, so sometimes they come up with things the big companies haven’t thought of and better ways of doing them.”
Over the course of more than two decades, Opportunity Exchange has helped generate new business for M/WBEs and continues to help direct suppliers diversify their own supply base. These partnerships help add value and innovation to Toyota’s products and services. For more information about Toyota's supplier diversity program, please visit Additional information can be found at, on Facebook at and Twitter,
About Toyota
Toyota (NYSE:TM), the world's top automaker and creator of the Prius, is committed to building vehicles for the way people live through our Toyota, Lexus and Scion brands.  Over the past 50 years, we have built more than 25 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 40,000 people (more than 32,000 in the U.S.).  Our 1,800 North American dealerships (1,500 in the U.S.) sold more than 2.5 million cars and trucks (more than 2.2 million in the U.S.) in 2013 – and about 80 percent of all Toyota vehicles sold over the past 20 years are still on the road today.   
Toyota partners with philanthropic organizations across the country, with a focus on education, safety and the environment.  As part of this commitment, we share the company’s extensive know-how garnered from building great cars and trucks to help community organizations and other nonprofits expand their ability to do good.  For more information about Toyota, visit
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Related Photos

2014 Toyota Opportunity Exchange - Supplier Kevin Shurn 001
2014 Toyota Opportunity Exchange - Supplier Rosa Santana 002
2014 Toyota Opportunity Exchange - Supplier Kevin Shurn 001

2014 Toyota Opportunity Exchange - Supplier Kevin Shurn 001

Owner of Superior Maintenance Co. Kevin Shurn (left to right) speaks with Jim Holloway, general manager of supplier relations for Toyota Motor Engineering & Manufacturing North America (TEMA), and TEMA President/CEO Osamu “Simon” Nagata at the Toyota Opportunity Exchange.
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2014 Toyota Opportunity Exchange - Supplier Rosa Santana 002

2014 Toyota Opportunity Exchange - Supplier Rosa Santana 002

Rosa Santana (right) speaks with Matt Bonne, purchasing manager for TEMA, at the Toyota Opportunity Exchange. Santana’s Forma Automotive recently became the first Hispanic woman-owned direct supplier for Toyota.
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