As the old saying goes, it costs money to have a soul, you want proof, just look at the mountains of cash Toyota is spending to rekindle the spirit of Toyota.
On the world stage Toyota has been gun shy since the death of their Formula One program after 2009 season, 2014 saw a reversal of that and then some.
I'm sure you're all familiar with the RC-F GT3? Already the RC-F paid dividends in 2014, winning the Japanese Super GT Championship with flying colours.
Moving backwards, Have you met the TS040, Toyotas rocket on wheels, winner of the 2014 World Endurance Championship? Designed with one thing in mind, hand Audi their lunch at Le Mans. While the TS040 suffered heart break at Le Mans after securing pole and leading for through the first 12 hours, Toyotas leas TS040 suffered from an electrical issue and pulled out early, leaving the second TS040 on the podium in third. They would go on to dominate the rest of the WEC season.
Next we come to the Supra, a car designed to channel that soul to the street. For all Toyotas show on the racing stage their road cars have displayed little to no go for some time. At the end of the day your products need to square with the brand your company is projecting, Toyota is transitioning to an edgier brand strategy, as can be evidenced from the GT86 and their clever little GO FUN YOURSELF campaign. If you're going to brand yourself as fun you better sell fun...
We could continue to go on. The F brand evolving into a trusted and true rival for the worlds best and brightest tuning houses, TRD Pro trucks and now the plan for TRD road cars. Not to mention heading back to WRC with a goosebump inducing Yaris. Toyotas got its groove back...