• Loading stock data...
Wednesday, April 24, 2024
  • -
    days
  • -
    hours
  • -
    minutes
  • -
    seconds

As Supra Returns to the Track, Toyota Sees New Marketing Opportunities Abound

Designed by Toyota Racing Development and Calty Research Design, Inc., the Toyota Supra will make its NASCAR debut in the Xfinity Series in 2019 at the season-opening race at Daytona International Speedway on February 16, 2019. Photo credit: Toyota.

The Toyota Supra will make its debut in the NASCAR Xfinity Series on February 16, 2019 at Daytona International Speedway. The Supra replaces the Camry, which has run in the Xfinity Series since 2007. Photo credit: Toyota.

Fresh off a win by driver Kyle Busch in the Monster Energy NASCAR Cup Series last weekend, Toyota Racing just made an even bigger splash by announcing that the Toyota Supra is back at the track.

Starting next season, the Supra will battle for a championship in the NASCAR Xfinity Series.

For Toyota Racing Development, it’s fitting that the announcement about the Supra — a sportier vehicle than the currently used Camry — came at Daytona. Next year, the Supra will debut in the NASCAR XFINITY Series’ (NXS) season-opening race at Daytona International Speedway on Saturday, February 16, 2019.

By bringing the iconic sports car back, Toyota now has a model to rival Ford’s Mustang and Chevrolet’s Camaro.

“When you talk Toyota and cool cars, the Supra is the first thing that comes to mind for many auto enthusiasts,” said Ed Laukes, group vice president of Toyota Division Marketing. “Supra’s return in production form is huge news, but now we’re also going to see this iconic sports car return to American motorsport.”

To prepare the Supra for NASCAR racing, Toyota worked alongside Calty Design Research, Inc., based in Newport Beach, Calif. Calty was established in October 1973 and made Toyota the first major car manufacturer to set up design operations in Southern California.

When preparing the Supra, the groups applied knowledge learned from other collaborations, including the sixth and eighth generations of the Toyota Camry for the Monster Energy NASCAR Cup Series (MENCS).

Last season, Toyota earned its second driver’s championship in the MENCS, when Martin Truex Jr., driver of the No. 78 Furniture Row Racing Camry, hoisted the trophy at season’s end.

“We’ve had tremendous success working with Calty to develop race cars that match the look, feel and excitement of their showroom counterparts,” said David Wilson, president of TRD. “We’re confident Calty and TRD have developed another race car, the Supra, that is capable of winning races and championships. For the Supra to be racing in NASCAR just speaks to how important this vehicle is to us, and that we believe the Supra can be a bona fide championship winner.”

The Supra saw track time at Hickory Motor Speedway in Newton, North Carolina. Photo credit: Toyota.

2019 will mark new beginnings for Toyota on the NASCAR Xfinity Series circuit as the Supra replaces the well-known Camry, which had a numerous successes on the track from 2007 through present day.

Kyle Busch (2009) and Daniel Suarez (2016) both won championships driving the Toyota Camry in the NXS, and the model has earned an impressive 143 victories. Now, Toyota Racing, along with its stable of drivers, hopes to continue its successes with the Supra.

“When Ed (Laukes) told me they were bringing Supra back, I almost didn’t believe him. I figured he was messing with me, but Toyota did it and this is a big deal for the NASCAR Xfinity Series,” said Busch, who also won the 2015 MENCS championship in a Camry. “The Supra is an iconic cool car, and to have it racing in NASCAR to highlight the Supra’s return speaks to how important this is. I’m hoping to be the first guy to get the Supra to victory lane, but I’m sure there are a few other Toyota drivers thinking the same thing.”

For Toyota, the 2019 season will mark the first time that the manufacturer will field a different model across all of NASCAR’s top-three national series. The eighth generation Camry will compete in the MENCS, while the Supra will contend for a championship in the NXS and the Tundra will roar to the front in the NACAR Camping World Truck Series. With the addition of the Supra, Toyota now showcases six models in eight different motorsports series in America.

But, the burning question remains, who will be the first driver to take Supra to victory lane in the NASCAR Xfinity Series next season? Will it be Busch or another of the talented Toyota drivers? Time will tell.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

The Ivy League Is Siding With Dartmouth Against College Athlete Unionization

The entire appeal is yet another desperate attempt to preserve amateurism.

Michael Jordan Is Finally Finding Success As a Team Owner

His Airness is spending more time at the track, and watching his team succeed.

Everything You Need To Know About the Legal Attempts To Kill the ACC

Four lawsuits involving the conference, Clemson, and FSU could determine the future.

A Bare-Knuckle Fighter Won His Pro Debut. The Far Right Scored a Marketing Win

With Proud Boys sponsoring him, experts say extremist groups will use his success to elevate their ideologies and recruit new believers.
podcast thumbnail mobile
Front Office Sports Today

Austin Ekeler on NFL Free Agency Drama

0:00
0:00

Featured Today

Women’s Basketball Finally Has a TV Deal to Match the Excitement. Now What?

A lucrative new media-rights contract could rectify problems of the past, but the future of March Madness media rights is anyone’s guess.
Mar 16, 2024; Washington, D.C., USA; North Carolina State Wolfpack forward DJ Burns Jr. (30) cuts the net after defeating the North Carolina Tar Heels for the ACC Conference Championship at Capital One Arena.
April 6, 2024

How Two College Seniors Helped DJ Burns Cash In on a Final Four Run

Two college seniors are facilitating deals for NC State’s big man.
Mar 31, 2024; Portland, OR, USA; NCAA officials measure the three point line while coaches from the Texas Longhorns and NC State Wolfpack watch with referees in the finals of the Portland Regional of the NCAA Tournament at the Moda Center center.
April 1, 2024

NCAA Has No One to Blame for Latest Women’s March Madness Transgressions

NCAA is still making avoidable mistakes three years after a complete overhaul.
Nov 16, 2015; Bloomington, IN, USA; General view of the championship banners at Assembly Hall prior to the game between Austin Peay and Indiana.
March 31, 2024

How to Make It in Basketball: Become a Manager at Indiana

Inside the Hoosiers’ unglamorous, profoundly rewarding incubator for basketball’s biggest names.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
FanDuel
Multiple - USA Careers

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
March 11, 2024

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
Sponsored

Rapid Returns: How Technology Is Getting You Back to Your Seat

How Oracle’s POS technology is helping fans get back to their seats faster.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.