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.