Most automotive leaders spend their days in boardrooms. Akio Toyoda prefers race tracks. Known on track by his racing alias “Morizo,” Toyota’s chairman has been actively competing in endurance racing since 2007. At 69, he’s still testing cars, giving feedback, and shaping the soul of the brand from behind the wheel.
That mindset came through clearly during a recent visit to Fuji Speedway, where Toyoda was attending a test-drive event and speaking with young engineers entering Toyota this spring.
“If It Were Up to Me…”
When asked what defines a “good car” at Toyota, Toyoda didn’t hesitate. If personal taste ruled the company’s product plan, he said, Toyota would sell only hot hatches.
His ideal lineup would revolve around performance-focused models like the GR Corolla and GR Yaris. It’s easy to imagine other enthusiast favorites fitting into that dream garage, too, including the GR86 and Supra.
The comment wasn’t just playful. It reflected how deeply Toyoda values driver engagement, balance, and emotion over pure numbers.
Gazoo Racing Becomes a Statement
Toyota’s performance push is no longer symbolic. Toyota Gazoo Racing has evolved into a standalone performance sub-brand, signaling long-term commitment rather than a short-lived experiment.
This shift has already paid off. GR models have strengthened Toyota’s image, especially among younger buyers and enthusiasts who once overlooked the brand. Rumors suggest more excitement is coming, including the possible revival of the Celica, reportedly previewed privately to U.S. dealers.
Encouraging the Next Generation
During the Fuji Speedway conversation, a young engineer shared his ambition to create a new hypercar inspired by the legendary Lexus LFA. Toyoda’s response was telling.
Instead of shutting down the idea, he encouraged persistence and collaboration, emphasizing that Toyota still allows room for bold, passion-driven projects. His message was clear: great cars are built by people who refuse to let ideas die early.
Electric Future, Gasoline Heart
Toyota is moving into electric performance, with concepts like the FT-Se hinting at a future electric sports car. Lexus is also developing a new electric supercar that will carry the LFA name forward, at least in spirit.
Still, Toyoda has been honest about his personal preference. To him, a true sports car has the smell of gasoline and the sound of a loud engine. That belief continues to influence Toyota’s balanced approach to electrification.
Why GR Cars Matter
Toyota knows it can’t survive on performance cars alone. Models like the RAV4, Corolla, and Camry keep the business strong. But GR cars play a different role.
They create desire. They pull people into showrooms. And even if buyers leave in a family sedan, the brand feels more exciting because of them.
What this really means is simple: Toyota’s sports car revival exists because the person at the top genuinely loves driving. And that passion is shaping the company’s future in very real ways.
