Significant changes may be coming soon to a high-profile corporate sponsorship deal that lets San Diego lifeguards patrol the city’s famous beaches in Toyota trucks at no cost to taxpayers.
City officials are launching this winter a process called a request for sponsorship that will likely end with either an extension of Toyota’s contract beyond March 2026 or another car maker replacing Toyota.
The city estimates that the deal, which dates back to 2011, has saved it $6 million that would otherwise have been spent on vehicle purchases, maintenance and repairs.
Making the renewal process significantly more complicated, officials say, is California’s 2035 ban on selling gas-powered vehicles, which could force a switch to electric lifeguard trucks that can’t function when submerged in water.
“Most of our vehicles are on the sand and get wet, and that is not conducive to an electric vehicle,” said Sarah Brenha, who oversees the program as assistant deputy director of the city’s Economic Development Department. “We’re working through it. There are options where we would maybe utilize gas-powered vehicles on the beach and then have EV vehicles for the mechanics and the chiefs and the lifeguard captains.”
It’s not clear what kind of exemption would be required from the state, but the conflict will be a problem in every coastal area of California patrolled by lifeguards.
Partially or completely submerging an electric car in water can trip the circuit breakers, interrupting the flow of power from the battery to the motor. Electric cars are also more vulnerable to corrosion if they are frequently exposed to water.
“Eventually I’m sure it will rise to our government affairs team to figure out how to navigate this, but for now it’s just in the discussions we’re having,” Brenha said.
The city also has a commitment to convert its entire fleet to electric vehicles by 2035 — but that wouldn’t matter, because vehicles made available through corporate sponsorships aren’t officially part of the city’s fleet.
Brenha said the deal with Toyota is widely viewed as a model for corporate sponsorships, noting that Los Angeles County and Huntington Beach have made similar deals with Toyota for lifeguard vehicles since San Diego made its deal.
While some complained the deal would commercialize San Diego’s beaches when it was first announced, criticism has been rare since then.
“It’s just a win-win for everyone,” said Brenha, who has managed the contract for seven years. “I’ve never heard complaints.”
Each of the current 38 vehicles is tailored to San Diego’s beaches based on requests from city lifeguards.
“They don’t just give us stock trucks — they make sure they have the undercoating and special seats that can withstand the sand,” Brenha said.
The trucks come with roof racks for rescue equipment, special tires and tow packages for rescues, she said. In addition, Toyota equips each truck with an automated external defibrillator to treat heart attack victims.
The city’s deal is with the San Diego County Toyota Dealers Association, not the Toyota Motor Corporation or Toyota USA.
The association provides $5,000 a year for junior lifeguard scholarships, sponsors water safety events and allows the city to recruit lifeguards on some billboards and other advertising space it purchases.
While the city’s lifeguard chief and fire chief declined to comment on the new request for sponsorship, they have previously praised the partnership.
“Toyota’s partnership has given us an exceptional advantage,” Fire Chief Colin Stowell said last year. “It’s a unique and beneficial relationship that allows our lifeguards to use high-performance vehicles tailored to the work they do protecting beach-goers.”
Lifeguard Chief James Gartland said last year that the partnership has helped with recruiting new lifeguards.
“Toyota not only provides us with great trucks, but also features our lifeguards in local TV and radio ads, spreading the word about the critical work our team does every day,” he said.
The city and Toyota got more recognition in 2014 when the toy car maker Matchbox signed a licensing deal with the city to make miniature fire rigs and lifeguard trucks that say “San Diego Fire Rescue.”
Brenha said Toyota officials expressed a desire to continue the deal when she notified them this month about the new request for sponsorship.
“They definitely want to continue,” she said. “They love the partnership.”
Last year, the dealers association praised the partnership.
“It’s been a pleasure working with the city of San Diego to help promote beach safety and we look forward to continued success and growth in the years ahead,” said association president Ivan Mendelson.
Brenha said it’s too early to know if other car companies will submit proposals but suggested Ford was a possibility.
“We haven’t put our feelers out, but I’m sure there will be interest because much of our current fleet is Ford and there’s a very good relationship with them,” she said.
The deal with Toyota began as a five-year trial that was extended with a new 10-year deal in 2016 that expires in March 2026. Brenha said the goal is to have a new deal in place by next November.
