James Lentz is president and COO of Toyota Motor Sales (TMS), USA, Inc., and is a member of the company's board of directors. Mr. Lentz joined Toyota in 1982 and has held numerous positions within the company in Portland, Oregon; at TMS headquarters in Torrance, California; and in Maryland.

From 1995 to 2000, Mr. Lentz was general manager of Toyota's San Francisco region and from 2000 to 2001, he served as general manager of Toyota's Los Angeles region. In 2001, Mr. Lentz was named vice president of Scion and was responsible for the launch of a new line of vehicles for the next generation of new-car buyers. From 2003 to 2005, Mr. Lentz was group vice president of marketing, Toyota Division, and from 2005 to 2006, he was general manager of the Toyota Division. Mr. Lentz was executive vice president of TMS until 2006.

Mr. Lentz holds an MBA and a BSBA in marketing from the University of Denver, Daniels College of Business.