Toyota has no intentions in returning to Formula One

Article by Christian Andrei, on August 25, 2010

Citing that Formula One racing is out of touch with its customer base, Toyota Motor Corp. confirmed that it will not be returning to the sport. Last weekend, Senior Managing Director Tadashi Yamashina, the head of Toyota's global racing program, said that its priority is grass-roots racing, which leads to a closer connection with the fans.

This includes events such as NASCAR in the US and the Nurburgring 24-hour endurance race in Germany. Yamashina revealed that this change in thinking was started by Akio Toyoda who took over as president last June.

The change also coincided with Toyota's worst financial downturn in seven decades. This led Toyoda to let go of the Formula One program in order to cut costs. At the sidelines of this year's Nurburgring race northwest of Frankfurt, Yamashina said that the decision not to participate in Formula One was speeded up due to the economic crisis.

He said that it would not have been as abrupt but that it was inevitable. He also disclosed that Toyoda‚ stance on motorsports is "geared more toward the customer."

He shared that there was a "big gap" between Formula One and Toyota's actual car users. Formula One still is the pinnacle of auto racing but its image has become too "elitist."

Topics: toyota, formula 1

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

In Japan, Toyota stays in the limelight by always cooking up something new for its famous 86 sports car. A colour orange Toyota 86 performance edition is one that’s hard...
by - December 4, 2016
Back in 2009, Nissan first introduced the Nissan Leaf, the company’s first all-electric vehicle. LEAF stands for Leading Environmentally-friendly Affordable Family car and this particular EV has been considered as...
by - December 3, 2016
In the minivan segment, the 2017 Chrysler Pacifica is already impressive in terms of fuel economy figures – as rated by the United States Environmental Protection Agency. In fact, the...
by - December 2, 2016
Having a blacked-out Bentley Mulsanne Speed is already menacing by itself but by naming it as the Bamford X, it became all the more imposing. This model was made by...
by - December 2, 2016
We have good news for those who are waiting for the latest version of the Mazda CX-5 compact crossover. It was just unveiled in November at the 2016 Los Angeles...
by - December 2, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries