Toyota Quickly Becoming an Enthusiasts Choice

If you follow Motorsports over the last few years, you probably have started to see Toyota taking on a new prominence in the competitive arena. Typically known as a producer of bland and uninspiring vehicles with rock solid reliability records.
Toyota is starting to realize that this approach will only go so far. They have captured the moms and pops, grandpa and grandmas of the world. But until now, the enthusiast has eluded them.

Toyota is out to change this in the US. The venue? The tried and trued, motorsports arena. Here are several examples of this new approach:

Toyota:
The Tundra has been a staple in the Craftsman series for a number of years
An upcoming Camry is in the work for NASCAR for 2007 an all American series
Even the “American classic” Midget Racing Series has a Toyota focus
Formula Atlantic became the Toyota racing series for a number of years.
Formula One is a focus, though really not a contender they are making progress.
Drag Racing has been taken to a new level with Toyota’s involvement
Toyota has had numerous successes in the off road sector as well.

Lexus:
Competition in the Rolex Series for several years
An upcoming ALMS GT Class vehicle debuts this year.

Very few competitors have ever woven themselves this deeply into the fabric of the American racing scene. As Toyota matures they are becoming an increasingly strong influence in the performance sector of the American automotive landscape, Toyota evidently has come to the realization, that it is far better to gain the enthusiast’s attention with track victories rather than race advertising.

TheGenius - 8/15/2006 12:15:32 AM

+1 Boost

You didn't mention F1. If they do well in F1, they'll certainly start getting some respect. The races you mention above are nothing to write home about. When they get into Le mans, World Rally, Touring car championships. No one cares about the Rolex 24 or craftman series!

chewy - 8/15/2006 1:29:48 AM

+1 Boost

Toyota has been the biggest flop in F1 history. They have had the biggest budget, but have had little results. They have also had some low class drivers. They are improving, but not like their budget indicates. NASCAR has nothing to do with road going Toyotas. Interesting to see the Lexus in ALMS, the car was thought to arrive much earlier, it still hasn't raced, but it will be interesting how it competes.

nextGen - 8/15/2006 1:31:06 AM

+1 Boost

Well it depends on which side of the big pond you're tuning in from to say which races matter... but you knew that. To me a 24-hour race is a 24-hour whether it be in the US, Europe and more recently Japan so Le Mans doesn't necessarily stand out except that it has a longer history and list of past winners and winning teams. If a car is tested for endurance it shouldn't matter where the test is performed geographically.

As for World Rally that is cool to watch and it is slowly getting more air time in the US. British Touring car championship is so-so and which we also get from the Speed Channel.

btw F1 was mentioned in article.

Nascar's popularity in the US is something I'll never understand since the drivers never make a right turn when maneuvering the track. Then again I don't expect myself to understand everything. Anyway I've never been to a Nascar race but me thinks it must be kinda like baseball and you're just waiting for some kind of action. Such is the American way.

Matthew1 - 8/15/2006 1:36:46 AM

+1 Boost

Sorry, but slapping a Toyota sticker on cars engineered by outside parties with zero affiliation with their road cars is not going to make the Corolla an enthusiast's car.

marketing my son, marketing.

PlanoA4 - 8/15/2006 8:13:54 AM

+1 Boost

nextgen- Your haven't watched NASCAR recently, have you? NASCAR just completed Watkins Glen last weekend, and last time I looked they had several turns both directions. They also race at Infineon Raceway as well. Though I am not a big fan, I understand the complexities, and the saavy marketing that make it a success. Toyota has chosen wisely to gain a foot hold here.

PlanoA4 - 8/15/2006 8:16:50 AM

+1 Boost

Chewy- I agree Toyota's F1 efforts are pretty dismal. I actually think they were taken a back by the extreme level of competition. Toyota is pretty much used to walking into the marketing world and walking out with what they want. They go racing and figure out really quick all of that has changed. It is a humbling experience to say the least.

thecar - 8/15/2006 10:01:52 AM

+1 Boost

the whole article is like a marketing press release for toyota ...

Lets race our tundra (re)t(a)rd , camry trd

PlanoA4 - 8/15/2006 11:51:15 AM

+1 Boost

thecar- Actaully I am not a fan of Toyota at all, but I believe in give credit where it is due. And in this case Toyota is making an effort in earning the respect in the venues they desire. Hence the posting.

Allosaur - 8/18/2006 2:38:54 PM

+1 Boost

Any perception that Toyota is only beginning on their motorpsorts trek and their enthusiasts are only beginning to take notice is a complete red-herring.

Toyota has been dominant in motorpsorts for years. While the new F1 program is lagging, remember that they had spent years preparing for their debut, then F1 changed the engine specs just before they entered and they lost ground developing this. Then, the series went to V8's. They do have a big budget and this will eventually get this German-based team going.

But as far as heritage... They have won championships in three classes of IMSA (GTU, GTO, GTP), including 12 hours of Sebring, and 24 hours of Daytona, had one of (if not the) fastest car in 24 Hours of Le Mans history, falling just short of the win because a tire blew out in the final laps, titles in CART, IndyCar, Rally, many off-road and many SCCA divisions.

In the 80's, they fielded a mere 2.0 liter single turbo 4-cylinder engine (as used in street MR2 and Celica) producing over 1000 BHP with 50 lbs psi single turbo boost in a VERY reliable package that dominated competition so badly (like Audi is today) that competitors (yes, like Dyson) cried foul until Toyota moved to CART and then IndyCar and F1.

Their ultra-fast Le mans prototype was the fastest sportscar I am aware of and this was a testing stage for their F1 car. (The aforementioned F1 engine changes curtailed their progress.)

But they will be in the forefront again and their fans will always be there. I was an avid TRD fan in the 80's and early 90's with that simply awesome GTP Gurney Mark III Eagle.