“Because
of our infrastructure, we could do a better job of supporting our teams
if we do what we know we do best: build engines,” says Wall. “The
other idea I brought to TRD was that we would build trucks.”
Since all
the trucks are built at the same North Carolina shop and are identical,
repairs are handled quickly. Also, the wiring and construction are similar,
so test equipment can be installed easily and the results are more uniform
across the teams, which share information with each other.
“We
will be bringing an approach that we have refined over the last few years
with our successful open-wheel programs,” explained Jim Aust, vice
president for motorsports at Toyota, last year when teams were announced.
“The basic philosophy is to provide technical and engineering support
equally among all teams—both in the shop and at the track. Each
Tundra truck and engine will have the benefit of the latest NASCAR-approved
updates and improvements.”
Although
the individual teams are responsible for their own truck’s setup,
such as spring rates, gearing and other adjustments, TRD has taken out
much of the grass roots character from the series with its highly structured
approach. In the first few years of the series, many homegrown teams could
compete with their own engine and chassis. But the cost of competition,
especially engineering and development, has taken the wrench away from
those independent owners. On the positive side, Toyota’s entry into
Craftsman truck racing forced the other manufacturers to refocus their
energies into the series.
“We
knew we would cause the other manufacturers to look at their commitment
to the trucks,” says Wall. “I don’t know what the series
would have looked like next year or the following year had we not decided
to come here.”
Obviously,
Chevy, Ford and Dodge were not about to let Toyota dominate the truck
series in its first year. Even though Toyota isn’t racing in the
premier division, Nextel Cup, the Big 3 aren’t racing the big show
to sell a Monte Carlo, Stratus or Focus. Those are rental cars. They race
NASCAR to sell the high-volume, high-profit trucks and SUVs to NASCAR
dads.
“Part
of our job is to build this brand image for TRD,” explains Wall.
“On a bigger picture, we look at NASCAR with 75 million fans. Those
fans cut right through where Toyota sells vehicles. With a growing American
manufacturing base, we’re looking for new customers.”
Toyota’s
entry into Craftsman truck racing coincides with a commitment to build
bigger and more powerful trucks for the consumer. The new Tacoma is the
hottest selling compact truck on the market (based on Nov. sales) and
will soon overtake Ford Ranger as the Number 1 truck in its segment (based
on YTD sales). Toyota’s vision for the 2006 Tundra has already been
seen in concept form, and it’s clear that the company no longer
wants its fullsize trucks viewed as a nine-tenths scale pickup. Toyota
currently is selling every Tundra made in its Indiana plant, but the new
San Antonio plant will double the automaker’s truck capacity when
the next-generation Tundra is introduced. One way to clear out that upcoming
inventory is to go after the truck faithful that follow NASCAR.
