Explore how Toyota Gazoo Racing turned a corporate ban into a standalone performance brand, driven by Akio Toyoda’s vision. Discover the story now.
In a bold move that captured the attention of the global automotive community, Toyota has stripped its own name from the Gazoo Racing (GR) division, positioning GR as an independent performance brand alongside Lexus, Daihatsu, and the Century line. The decision marks the culmination of a journey that began with an internal ban on using the Toyota badge in motorsport.
A Forbidden Name on the Track
Back in 2007, Akio Toyoda—then president of Toyota Motor Corporation—wanted to test his own mettle at the legendary 24 Hours of Nürburgring. The board of directors, however, denied him the right to compete under the Toyota name, arguing that racing was not an official corporate activity and that the brand should not be linked to a personal endeavor.
Faced with this restriction, Toyoda entered the race under the pseudonym “Morizo” and registered his team as Team Gazoo. The moniker “Gazoo” was borrowed from a former Toyota website that sold used cars—a quirky nod to his own corporate project.
The Nürburgring Experience
Driving a specially tuned Toyota Altezza alongside master driver Hiromu Naruse, Toyoda completed the grueling 24‑hour marathon. While the finish line was crossed, the experience left him with a stark realization: Toyota lacked a true sports‑car offering capable of challenging Europe’s performance giants at Nürburgring.
Seeing faster, more track‑focused cars from rival manufacturers, he felt a silent message: “Toyota could never build a car like this.” The sense of being dismissed sparked a fire that would later reshape the company’s performance strategy.
Turning Rejection into Innovation
Rather than accept the setback, Toyoda used it as fuel for change. The first major response arrived in 2010 with the launch of the Lexus LFA—a hyper‑engineered supercar powered by an in‑house V10 that marked Toyota’s re‑entry into high‑performance circles after nearly two decades.
The LFA’s development was riddled with challenges, from budget constraints to limited internal support. Tragedy struck when Hiromu Naruse, the engineer who had fine‑tuned the car, died in a traffic accident near the Nürburgring shortly before the LFA’s debut, adding a poignant layer to the project’s legacy.
Building the GR Lineup
Emboldened by the LFA’s success, Toyota pursued a series of collaborative sports models:
- GR 86 (2012) – a joint venture with Subaru, reviving the beloved lightweight coupe.
- GR Supra (2019) – co‑developed with BMW, blending Japanese heritage with German engineering.
- GR Yaris, GR Corolla, and the upcoming GR GT supercar, showcasing a growing performance portfolio.
These models, once considered side projects, gradually became core pillars of Toyota’s product strategy.
Gazoo Racing Becomes Independent
In 2015, Toyota consolidated all motorsport activities under the Toyota Gazoo Racing banner, giving the division its own budget, governance, and clear mandate. The separation allowed the team to operate with the agility of a dedicated performance brand while still benefiting from corporate support.
Fast forward to today: the company has taken the next logical step—removing the word “Toyota” from the racing label entirely. GR now stands alone, positioned as a distinct brand that can appeal directly to enthusiasts without the constraints of the parent‑company’s broader market image.
What the Future Holds
The independent GR lineup already spans from the nimble GR Yaris to the thunderous GR GT supercar slated for launch later this year. Rumors swirl about reviving classic nameplates such as the GR Celica and even a modern reinterpretation of the iconic GR MR2.
Akio Toyoda’s journey—from being barred from using his own company’s name on a race car to witnessing that very name become a global performance marque—exemplifies how setbacks can ignite innovation. Gazoo Racing has evolved from a covert racing team into a symbol of Toyota’s relentless pursuit of speed, technology, and brand evolution.
For automotive fans and industry watchers alike, the story of GR is a reminder that the road to greatness often begins with a single, forbidden lap.