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They've been tough for me too. I've tried to get a GW for 2 - 30 day lates from just over 2 years ago but keep getting denied with the same reasoning as you. Luckily I'm patient and persistent so I'm hoping that will pay off in the end.
Two weeks ago, I sent an email to the CEO (easily found via google search), and was called a few hours later from his office and informed they would remove it, and update the credit bureaus. Two days ago I received a snail mail letter from Toyota expressing the same. I only had one 30-day late from a few years ago, and my payments have been timely ever since. So they WILL grant goodwill requests, but they are probably more forgiving if the overall history has been good. I also had a pretty good reason for my single late payment...