Automotive industry veteran Richard Emery, who has previously worked with Mitsubishi, Mercedes-Benz, and Nissan, is observing Toyota's Supercars project involving the GR Supra through his current role at Hino.
Emery stated he was surprised by Toyota's decision to join Supercars, but he believes it aligns with the evolving automotive landscape in Australia. He cited the absence of Holden and a reduced Australian presence for Ford as factors. According to Emery, Toyota aims to establish itself as "Australia's car company" and the primary "home team." He also connected the move to the benefits of a motorsport division or brand, referencing his experiences with Ralliart, AMG, and Nismo, noting the growing focus on Toyota's GR brand and its potential impact on brand positioning and profitability. Furthermore, Toyota's global engagement in motorsport suggests internal alignment for such a program.
Emery anticipates that Toyota will have a greater opportunity for competitiveness from the outset compared to previous entrants like Nissan, Volvo, and Mercedes in the 2010s. He indicated that the political dynamics within Supercars have changed, with OEM interests now holding higher priority. Emery recalled that during Nissan's entry, OEM interests were a lower priority compared to team owners, television, and fans. He suggested that changes in the corporate structure, including the return of James Warburton, are likely to ensure new entrants can be competitive.
Five GR Supras are scheduled to debut on the grid at the upcoming Sydney 500. Walkinshaw TWG Racing will enter two vehicles, and Brad Jones Racing will field three.