The Origins of GAZOO Stem from President Toyoda's Endeavors

Toyota's new sports car brand, "GR," is named after "GAZOO Racing." The GAZOO Racing Company, one of Toyota's core business units, is responsible for its planning and development.

The name GAZOO has become increasingly visible in recent years. Do you know its origin? It dates back 20 years to when the current president, Akio Toyoda, then a department manager, developed a used car image system with a group of volunteers.

At the time, Toyoda, who was a district sales representative, introduced the Toyota Production System (TPS) to the back-office operations of dealerships, establishing a lean and robust system. He also focused on dealership logistics to improve customer satisfaction. The used car image system was born from this initiative. It was a system that allowed dealerships to immediately showcase trade-in vehicles with images before they were even put on display, aiming to shorten the lead time before resale.

However, in an era when the internet was not yet widespread, there was strong resistance, with many arguing that car sales could not be done with images, and that manufacturer improvements would not be accepted by dealerships focused on selling products. As a result, the system could not bear the Toyota brand name and was instead called "Gazoo," derived from "image."

From GAZOO to GAZOO Racing

Eleven years ago, that spirit of challenge extended to car manufacturing with GAZOO Racing. At the time, Toyota's motorsport activities were represented by "Toyota Racing," exemplified by its F1 involvement. Toyoda believed that motorsport should be a foundation for developing better cars and nurturing talent, and sought to realize this himself by participating in the Nürburgring 24 Hours race with a team of volunteers. This was a guerrilla-style operation, so they were not permitted to use the name "Toyota Racing." Toyoda participated under the team name "GAZOO" and used the alias "Morizo."

GAZOO Racing participated with limited budget, modifying two used Altezzas. Half of the drivers, including Toyoda himself, were employees, and all the mechanics were also employees. Both cars successfully completed the race. "It was truly a miracle born from the passion and determination of Toyoda and his colleagues," recalls Shigeki Tomoyama, President of Toyota GAZOO Racing Company. He adds, "At its core, GAZOO embodies the spirit of challenge to break down the walls built by Toyota itself and drive transformation."

86 GR

86 GR

Since 2007, GAZOO Racing has participated annually in the Nürburgring 24 Hours race, while also developing grassroots motorsport and events unique to GAZOO Racing. Then, two years ago, Toyota's motorsport activities, previously divided among Toyota, Lexus, and GAZOO, were unified under GAZOO Racing.

The results of efforts to promote racing activities and cultivate car enthusiasts based on GAZOO's philosophy have garnered attention not only in Japan but also internationally, particularly in Europe. Participation in the WRC further solidified this standing.

"In 2017, ten years after that miracle at Nürburgring, GAZOO Racing began its new chapter as the GAZOO Racing Company," stated Tomoyama.

Active Participation in Motorsport

This company has been given three major missions. First, to leverage the knowledge gained from racing activities to produce world-class sports cars, thereby developing new customer segments and contributing to profitability. Second, to embody the smallest possible company capable of handling everything from development to production and sales, challenging new ways of working, and driving transformation within Toyota. Finally, through these business activities, to enable sustainable motorsport endeavors that are independent of economic fluctuations.

Based on these missions, the marketing of GAZOO Racing Company unfolds under the banner of TOYOTA GAZOO RACING, through a four-pronged approach encompassing motorsport activities, product development, fan engagement, and sales channels.

First, regarding motorsport activities, the company focuses on the two major global races, WRC and WEC, in which Toyota participates as a works team, and also competes in top domestic categories. This serves to hone cars, technologies, and the people who create them. Furthermore, efforts will continue to support the development of motorsport for privateers, such as the 86/BRZ Race, Vitz Race, and TRD Rally Challenge.

VITZ GR SPORT

VITZ GR SPORT

Factory Tuning

Next, in product development, the company aims to cultivate cars and technologies through its motorsport activities, thereby expanding its range of sports models that car enthusiasts will love. As a concrete manifestation of this, the establishment of GAZOO Racing Company has led to the consolidation of existing sports models and the launch of a new sports brand unique to GAZOO Racing. This is the GR brand.

The GR brand is divided into four categories. The highest tier is the limited-production, fully tuned complete model, "GRMN," which is a direct descendant of motorsport. The first model from this category will be the "GRMN Vitz," featuring a supercharged engine and over 200 horsepower.

VITZ GR SPORT

VITZ GR SPORT

Next are the "GR" models, which feature modifications not only to the suspension but also to the drivetrain. This year, two models will be introduced: the "GR Vitz" and the "GR 86." Then there is the "GR SPORT," offering the GR driving experience in a form closer to production vehicles. Eight models will be introduced this year.

Finally, "GR Parts" will be available as customizable aftermarket components.

The exterior of the GR series features a large, open front grille, the "Functional Matrix Grille." Tomoyama explains, "It's a design that maximizes intake and cooling performance, crucial in racing. It's essentially a design motif prioritizing racing functionality." He also states, "The exceptionally enjoyable ride, tuned by GAZOO Racing's master drivers, makes you feel as if your driving skills have suddenly improved, offering the joy of driving just as you intend. The chassis supporting this ride has undergone high-rigidity tuning in various areas, resulting in a stiff vehicle with minimal unnecessary vibration, enabling agile handling and fatigue-free long drives."

PRIUS PHV GR SPORT

HARRIER GR SPORT

Furthermore, instead of modifying completed vehicles after production, the GR series incorporates a dedicated GR tuning process within the manufacturing line. This involves reinforcing the vehicle's structure from the inside, a process known as factory tuning, to deliver high-quality, affordable sports cars.

The Most Enjoyable Car Shop in Town

The GR's slogan is IGNITE. "Ignite means to spark," says Tomoyama. "It carries the sentiment of igniting the spirit of sports cars hidden deep within the hearts of car enthusiasts, and even those who pretend not to be interested in cars."

Thirty to forty percent of users who purchase sports models like the 86 and G's are in their 30s or younger. Tomoyama commented on this result, "This has been a ray of light for us, and it has also reinforced our resolve to reach out more to younger generations." He added, "For the GR series, strengthening face-to-face interactions with younger demographics will be a cornerstone of our marketing strategy. For example, we will organize driving events for GR owners and implement various initiatives to foster even greater loyalty to the GR brand after purchase."

HARRIER GR SPORT

MARK X GR SPORT

This focus on face-to-face interaction will extend to dealerships nationwide with the launch of "GR Garage," new stores symbolizing the GR brand. Tomoyama describes GR Garage as "a shop with the slogan 'The most enjoyable car shop in town,' staffed by highly specialized GR consultants who provide consultations and share the joy of cars with customers. We envision GR Garages becoming not only information hubs for GR products but also gathering places for local car enthusiasts."

Thirty-nine GR Garage locations are scheduled to open sequentially across the country by March 2018. Regarding future expansion, he commented, "The network of GR Garages will gradually expand, so please look forward to it." Additionally, the limited-edition GRMN Vitz will be exclusively handled at GR Garages, while other GR series models will be sold through existing channels.

In conjunction with the rollout of GR Garages, all "AREA 86" stores will close by March 2018.

VITZ GRMN

VITZ GRMN

Sports Cars That Compete on the World Stage

Regarding the vision of GAZOO Racing Company, Tomoyama states, "Compared to Toyota's other vehicle companies, we are a very small entity. What's important is that we are not just a manufacturer, but a racing company. This means that our racing division, which participates in world-class races like WEC, WRC, and the Nürburgring 24 Hours as a works team, sending engineers and mechanics, is responsible for the planning, development, and production of commercial vehicles. In the extreme environment of racing, people are honed, and those honed individuals then hone the cars. Our challenge is to translate the resulting character—considering cost, quality, and various constraints—into products, into commercial vehicles. This is the essence of GAZOO's car manufacturing. It's not something devised in meetings, but a flavor crafted through sweat and oil, which is what the GR brand aims for."

He further elaborated on their car-making approach: "It begins with complete versions of standard cars, and in the next phase, we will acquire dedicated sports car platforms. Ultimately, we aim to release pure sports cars that can compete globally, completing our lineup."

Sustainable Motorsport Activities

Another crucial mission for GAZOO Racing Company is to enable sustainable motorsport activities. Tomoyama declared, "A car manufacturer's involvement in motorsport should not be opportunistic, pursued only when budgets allow and abandoned when they don't. Motorsport is the foundation for building better cars, and it must also meet the expectations of fans, supporters, and drivers who risk their lives in racing. To achieve this, we must establish a sustainable motorsport business that is resilient to economic fluctuations."

The vision of GAZOO Racing Company is to "increase Toyota's supporters through racing activities, while honing employees and cars. We will use that expertise to produce world-class sports cars and generate revenue. This revenue will be reinvested into racing activities, creating a virtuous cycle. This will enable sustainable motorsport endeavors."

Finally, President Akio Toyoda, also known as Morizo, stated, "Among all industrial products, automobiles are perhaps the only ones associated with 'love.' We want them to be cherished as 'beloved cars' regardless of the era, and to provide 'fun to drive' for everyone. This is the mission we want GAZOO Racing Company to achieve."

He continued, "GAZOO Racing began from my own sense of frustration. And only those fighting on the front lines bear the name GAZOO along with our company name. For example, our sports division is GAZOO SPORTS. We also call our racing team GAZOO RACING. The inclusion of GAZOO signifies more than just a brand; it represents our desire to build better cars, elicit more smiles, and attract more fighters who want to drive these vehicles. We want privateer teams to say, 'Please let us use this car.' We also hope for the emergence of tuners. We expect GAZOO RACING to be the catalyst for generating significant momentum and excitement. Although it is a very small company, as president, I want to support it because its small size allows it to do things that a large corporation like Toyota cannot."