DAYTONA BEACH, Fla. – Toyota Racing Development is making a renewed push to expand its lineup in the NASCAR Cup Series, and president David Wilson is optimistic about adding new teams for 2024.
“We’ve got some good irons in the fire now,” Wilson told NBC Sports last weekend at Daytona International Speedway. “What was once a very effective strategy to amass our resources across fewer cars, with the marginalization of the areas that we have to play in and the flattening out of the playing field, we definitely need some more help.”
When TRD entered NASCAR’s premier series as a fourth manufacturer 16 years ago, the target was fielding roughly a quarter of the 43-car field. But Toyota’s Cup fleet always has remained in the single digits even as NASCAR shrunk to three manufacturers and a 40-car field.
Last year, there were six full-time Camrys in Cup between Joe Gibbs Racing (four) and 23XI Racing (two). Wilson said “nine to 10 cars is probably our sweet spot with this new car.”
Over the past two years, TRD has talked to teams within NASCAR and at least two potential car owners who had yet to enter racing. Wilson declined to say if Toyota now is focused on existing or new teams but did rule out a Chevrolet or Ford anchor team such as Hendrick Motorsports or Team Penske.
“We’re talking to a lot of the incumbents,” Wilson told NBC Sports. “It’s a very dynamic time right now. If you’re a team, you want to have an association with a manufacturer. Again, even in spite of the new car, the flattening of the playing field, there’s still something about having an alliance and partnership. The good news is there’s a lot of interest. The bad news is you don’t have to worry about Penske or Hendrick.
“So what’s interesting from a fan standpoint, what’s going to continue to drive interest in our sport is the trajectory of some of the smaller organizations. The Tier 2 or 3 and how they get better. And that’s good for the sport, because as we saw last year, the number of teams that won, the number of drivers that won was historically unprecedented.”
The Next Gen made its debut in NASCAR last year with the goal of reducing costs through standardization of the chassis and parts supplied by single-source vendors while also reducing development expenses. While primarily intended to introduce a more cost-effective team business model, the Next Gen also delivered a new era of competitiveness in its inaugural season. The 2022 season tied a modern-era record with 19 race winners, and the Championship 4 breakthrough by Trackhouse Racing (with Ross Chastain) was indicative of a new crop of teams able to contend outside of the traditional powerhouses.
Wilson also believes the Next Gen should allow TRD to pursue more teams without breaking the bank.
“My budget doesn’t extrapolate with added cars, so it’s a matter of allocating the same resource across more cars and not taking away from your current effort,” Wilson said. “But again, that’s more doable now because we’re much more constrained with our wind tunnel time as an example. That’s a resource that we pay, a number of dollars per hour, and NASCAR continues to trim that back. It wouldn’t surprise me in a couple of years if there is no wind tunnel other than for body submissions purposes. They’re being very intentional and thoughtful about trying to keep coming back into areas where the team feel they have to spend or OEMs feel they have to spend.”
Manufacturer investment remains important, though, and Wilson takes some solace (while also gritting his teeth) about the impact Toyota has made in NASCAR.
After a rough debut in 2007, TRD added Joe Gibbs Racing in 2008 and also opened a technical center in Salisbury, North Carolina, that helped drive its approach of getting its teams to work closely together.
It’s been an approach adopted by Ford and Chevrolet over the past decade. Ford opened its tech center in Concord several years ago, and General Motors opened a new 130,000-square-foot performance and tech center last year (just down the road from Hendrick Motorsports headquarters) with NASCAR operations overseen by Dr. Eric Warren.
“To suggest that we don’t have areas to work in, all you have to do is look at the monstrosity that General Motors has built in Concord,” Wilson said. “I haven’t been invited to tour it yet, but I have talked to some folks that have been through, and hats off to Eric and the guys there. They’re investing significant resources. Can’t say that I’m not a little envious.
“We cut the ribbon (on the Salisbury facility) in 2008, and it seems like just yesterday. What I love about this world or what I hate about it, if you’re not constantly moving forward, you’re falling behind. I love it that our competitors are re-evaluating how they participate. Not that they’re following our lead, but when we came in the sport, we were the only ones doing it this way. Getting our hands dirty and really participating is material to the return on that investment. I’m glad that there are others doing the same thing, but it does cause us to look forward and look at what we need to do to make sure that we remain competitive.
“It’s competition. It makes all of us better, and I like that side of it. That’s a microcosm of the greater automotive industry. When Toyota came to this country, ultimately we helped the competition indirectly get better because they had something different to compete against. That’s kind of fun.”
Wilson was at Daytona International Speedway last weekend to watch Vasser Sullivan’s No. 14 Lexus finish third in the GTD Pro category of the Rolex 24 at Daytona.