Toyota Collaborates With Other Brands to Make Sports Cars
Toyota’s recent sports car endeavors, particularly the GR Supra (a partnership with BMW) and the GR86 (a collaboration with Subaru), have ignited debate among purists about the “authenticity” of these vehicles. While the GR Supra proved itself on roads and tracks, sharing much of its hardware with the BMW Z4 drew criticism. However, Toyota maintains that these collaborations are not a sign of limitation, but rather a strategic financial decision in a market where dedicated sports car development is increasingly challenging to justify alone.
Strategic Collaboration for Financial Sense
According to Sean Hanley, Toyota Australia’s Sales and Marketing boss, Toyota absolutely possesses the capability to develop standalone Gazoo Racing (GR) sports cars. “The answer is yes; we can do this on our own. This is exactly what GR is about,” Hanley told Drive.
Despite this independence, Toyota actively chooses to collaborate for specific reasons:
- Financial Viability: Developing a niche product like a sports car entirely from scratch can be incredibly expensive. Partnerships allow for shared development costs, making such projects more financially sensible.
- Learning Experiences: Collaborating with other reputable automakers like BMW provides invaluable learning opportunities. Hanley noted that BMW builds “some seriously good cars,” implying that Toyota benefits from the exchange of engineering insights and technologies. This two-way learning helps both brands.
Future GR Projects: Independence or Continued Partnerships?
While Toyota emphasizes its ability to go it alone, the brand remains open to various possibilities for future sports car projects. Hanley would not commit to whether Toyota’s next sports car would carry the Supra badge, acknowledging its significant weight and stating that Toyota would “never rule out its continuation.”
This stance suggests a flexible approach:
- Standalone Projects: Toyota can and will develop fully independent GR models when the business case and market conditions align. This fulfills the desire for pure Toyota performance vehicles.
- Continued Partnerships: Collaborations will remain on the table when they offer strategic advantages, such as cost-sharing, access to specialized technologies, or expedited development timelines.
The success of the GR Supra and GR86 in bringing back beloved nameplates and engaging new enthusiasts, despite their collaborative origins, indicates that Toyota’s strategy has been effective. The upcoming reveal of other rumored GR models will further clarify Toyota’s long-term strategy for balancing independence with strategic alliances in the exciting world of performance cars.
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