Toyota GAZOO not just motorsport

Toyota believes success in motorsport can still sell cars and is banking on a pay-off from its newest competition program with the baby Yaris.

Supercars is still a non-starter for Brand T but, after the success of the one-make Toyota 86 Racing Series, it’s determined to make an impact with GAZOO Racing in the Australian Rally Championship.

It also believes the connection with GAZOO Racing — or GR sub-brand — will also have a significant rub-off for the born-again Toyota Supra in 2019, as well as other road cars that will follow it and a range of dress-up and go-faster equipment.

“We’re bringing motorsport to our brand. We want to bring a new audience to our brand that probably wouldn’t consider Toyota otherwise,” Toyota Australia marketing chief Wayne Gabriel told motoring.com.au.

“It’s being driven by Toyota, but also [global boss] Akio Toyoda. What interests your boss fascinates everyone else. And everyone at the moment has a bit of a passion to re-invigorate motorsport in Australia.”

But it’s not just about a ‘win-on-Sunday, sell-on-Monday’ connection, as the company is intent on polishing the Toyota badge with motorsport polish.

“The thing about our brand in Australia is that it’s traditionally been one of quality, durability and it’s been a safe bet. We want to bring that extra element of excitement.

“The reasons for our factory support for motorsport are pretty simple. Not only does it provide spectacular entertainment and give talented drivers the chance to prove themselves, it also gives us the knowledge and experience to build ever better, more durable, reliable and exciting cars.”

But, will it sell cars?

“Definitely,” he says.

The GAZOO Racing program is a two-car team in the Australian Rally Championship, with Harry and Lewis Bates racing a pair of Toyota Yaris for the team of their father Neal Bates, in a sport where Toyota is currently leading the World Rally Championship.

“Toyota has always firmly believed in the value of participating in, and supporting, rallying. It’s a form of motorsport that truly tests man and machine to the extreme,” said Gabriel.

“By adding a motorsport brand, with a production class vehicle, (that) should bring new people to our brand. Definitely.”

Comparing Supercars to the rally program, which extends a connection with Neal Bates that stretches back to 1998, and the booming 86 circuit-racing championship, Gabriel has a solid opinion.

“It’s more relevant to us as a production car manufacturer. It’s closer to what we actually sell in showrooms.

“I think we can do more for motorsport in Australia by supporting pathways and supporting grassroots, such as the Toyota 86 series and the ARC.

“Giving people like Harry and Lewis Bates the opportunity to get on the world stage in Australia is [terrific]. You never know, we might have the next Formula 1 driver … in the 86 series. That, I think is something we can do for motorsport.”

Surely, it’s also cheaper than getting involved with Supercars?

“Not with the 86 Racing Series,” Gabriel laughs.

As the GR brand finally becomes real in Australia, after more than a year of promises, Gabriel said the motorsport connection will quickly roll into road cars.

“It’s only really a start for us. When you look at Supra next year, which is the biggest milestone for us in the sports car segment, what GR will bring to that model range and that car and our brand overall is amazing.

“It’s the Toyota Supra, but it wears the GR brand. We’ve already got people, right now, paying deposits for Supra. And we are long way away from having that car.”

Gabriel confirmed there will be further dedicated GR models, without giving any detail, and also accessories to make Toyota vehicles look better and go quicker.

“We’ve got our hand up for everything. If you put your hand up, at least they will consider us and we can say no. But we’ve definitely got our hand up.”

Toyota has tried a GR approach more than once, most notably with a failed attempt to match Holden Special Vehicles with a TRD sub-brand that was axed in 2009 after sales of just 537 V6 Aurion sedans and 351 HiLux utes.

Toyota Australia has bounced back this year with the Rogue, Rugged and Rugged X versions of the HiLux and there are whispers of a GR version of the HiLux at some time in the future.

“So we learned from those things,” said Gabriel.

“We’ve got the locally developed … HiLuxes. We could never have done that if we had not done TRD.

“To break through barriers you will make mistakes. But you learn things. But it’s part of the kaizen mentality of continuous improvement at Toyota.”