Toyota Gazoo Racing: How a Secret Race Created a Legendary Brand

The story of Toyota Gazoo Racing is, at its core, a testament to the power of a leader’s vision and a willingness to challenge established norms. What began as a clandestine effort by then-Toyota Vice President Akio Toyoda to compete in the 2007 Nürburgring 24-hour race ultimately blossomed into a globally recognised motorsports and performance vehicle division.

A Secret Start

In June 2007, Akio Toyoda’s decision to race at the famed Nürburgring faced internal resistance. Toyota’s central leadership and wider management did not support the project, and the company initially refused to allow him to race under the Toyota brand. To circumvent these obstacles, Toyoda raced under the pseudonym “Morizo Kinoshita” and formed a team named “GAZOO.”

Did You Know? The name “Gazoo” originated from Gazoo.com, a Toyota-owned portal dedicated to selling used vehicles.

This unconventional approach stemmed from Toyota’s desire to maintain its public image as a manufacturer of reliable and safe family cars. The company feared that a high-profile racing endeavor by one of its executives would clash with this carefully cultivated brand identity.

From Frustration to Innovation

Toyoda’s initial experience at Nürburgring, despite completing the race amidst challenging weather conditions that caused a ten-hour delay, revealed a critical gap in Toyota’s capabilities. He realised the company lacked a vehicle capable of truly competing at the highest level. This realization fueled his determination to expand Toyota’s automotive scope beyond its traditional focus.

In 2009, now as President of Toyota, Toyoda competed again at Nürburgring, achieving a third-place finish in the SP8 class with the Lexus IS F team. This success was followed by an even more significant victory in 2014, where the Lexus LFA team secured first place in the SP8 class. Toyota celebrated this year as its most successful in the race’s history, with all three of its entries winning their respective classes.

A Unified Racing Identity

Following these triumphs, Toyota formally consolidated its motorsport activities in 2015, creating Toyota Gazoo Racing from the amalgamation of Toyota Racing, Lexus Racing, and the original Gazoo Racing. In 2017, the company launched the “GR” line of performance cars for the Japanese market, establishing “GR” as a distinct sub-brand. The Toyota GR Supra debuted in 2019, followed by the GR Yaris, quickly gaining popularity and expanding the “GR” model range to include the Corolla.

Expert Insight: The evolution of Gazoo Racing demonstrates the potential for internal challenges to drive innovation. By initially operating outside the traditional corporate structure, Toyoda was able to pursue a vision that ultimately broadened Toyota’s brand appeal and technological capabilities.

Without Toyoda’s initial defiance and commitment to racing, even while facing internal opposition, the iconic Toyota Gazoo Racing brand might never have come to fruition. His willingness to compete not only enhanced Toyota’s reputation but also proved that a leader could embody both corporate responsibility and a passion for performance.

Frequently Asked Questions

What prompted Akio Toyoda to initially race at Nürburgring?

Akio Toyoda, then a Vice President at Toyota, decided to compete in the 2007 Nürburgring 24-hour race based on his own initiative, despite a lack of support from the company’s central leadership.

Why did Toyoda race under a pseudonym?

Toyota did not allow Toyoda to race under the Toyota brand, and to avoid attracting unwanted attention and potential issues with the company, he raced under the name “Morizo Kinoshita.”

What was the initial purpose of the “Gazoo” name?

The name “Gazoo” came from Gazoo.com, a Toyota-owned website that sold used cars. It originally represented the company’s used vehicle sales platform, not high-performance vehicles.

As Toyota Gazoo Racing continues to evolve, it will be interesting to see how the brand balances its commitment to motorsports with the development of increasingly accessible and innovative performance vehicles for the broader market.