San Diego Lifeguards: Ten Years With Toyota
The local Toyota Dealers Association’s sponsorship involves far more than just donating the rigs.
From race cars, to delivery trucks, to police cruisers, there’s just something about a vehicle with a livery. Since I used to live in Seattle, where there are almost as many old JDM fire trucks running around as actual fire trucks, I’ve developed a particular affinity for bold red rigs. So I was understandable intrigued when this press release about the City of San Diego Lifeguards’ cool-looking fleet of Toyota trucks.
This year marks a decade since the local Toyota Dealers Association began its partnership with the beach-bound heroes, which involves more than just donating the vehicles. Because along with providing the hardware, the Sand Diego TDA also covers scheduled services, and along plus any mechanical issues that arise for the 4Runners, Tacomas, and Sequoias during their time patrolling the surf.
Not only do the dealers cover the cost of running the rigs, they also spring for detailing during the biggest times of the year. Now obviously, the group has a vested interest in keeping the fleet squeaky clean, as they essentially serves as rolling billboards for Toyota. According to the press release, the program has saved America’s Finest City $35 million over ten years, so it’s safe to say it’s not going to get scrapped anytime soon.
Currently, the fleet is composed of 35 rigs, and local advertising also highlights the contributions of the Life Guards to the community. That said, while the release predictably highlights how happy the surf saviors are with the trucks, what it doesn’t say is whether you can purchase one after they’re decommissioned. Personally, even if there was a stipulation that they had to be sent outside California, I think these machines would find plenty of buyers willing to pay a premium to rock the livery. Especially if they came with all the racks!
But what do you think? Would you dig rolling around in an old life guard rig? Hit me up and let me know!
Photos: Toyota