Akio Toyoda, chairman of Toyota and an avid motorsport enthusiast, has openly stated his preference for a lineup consisting solely of high-performance hatchbacks like the GR Yaris and GR Corolla. This revelation highlights his personal passion for driving dynamics and underscores the importance of enthusiast-focused models within Toyota’s broader strategy.
The “Morizo” Persona and Toyota’s Performance Shift
Toyoda, known under the pseudonym “Morizo” for his racing activities since 2007, remains actively involved in automotive performance development despite being 69 years old. His hands-on approach contrasts with typical automotive executive behavior, and has demonstrably influenced Toyota’s recent direction. The creation of Gazoo Racing as a dedicated performance sub-brand confirms the company’s commitment to maintaining a lineup of sports cars, including the GR86, Supra, and potential future models like a revived Celica.
Encouraging Hypercar Development
During a recent visit to Fuji Speedway, Toyoda encouraged an engineer starting with Toyota this spring to pursue a hypercar project, akin to the V10-powered LFA. He explicitly stated that there would be freedom within the company to realize such a vision, signaling Toyota’s willingness to invest in extreme performance vehicles. Lexus is already developing an all-electric supercar as a successor to the LFA, previewed by recent concept models.
A Preference for Gasoline Power
Despite the shift towards electric vehicles, Toyoda remains a staunch advocate for internal combustion engines. In a candid interview with Automotive News, he asserted that a true sports car, in his view, must have “the smell of gasoline and a noisy engine.” This preference underscores his traditional automotive values and his direct influence on Toyota’s product direction.
The Business Reality of Performance Models
While Toyoda’s dream lineup may be limited to enthusiast vehicles, Toyota’s broader business model relies on mainstream models like the RAV4 and Corolla to fund the development of these niche products. The GR lineup serves as a halo effect, drawing customers into showrooms even if they ultimately purchase more practical vehicles like the Camry. This strategy allows Toyota to maintain both profitability and a reputation for automotive excitement.
In conclusion, Akio Toyoda’s passion for performance vehicles is not merely a personal preference but a driving force behind Toyota’s commitment to enthusiast-focused models. While mainstream sales remain essential, his influence ensures that Toyota continues to invest in high-performance cars, blending practicality with driving excitement.
