VOLUME 10 FEATURE
Words by James Blow
10 MIN READ
Toyota has played an enormous part in the evolution of the genre and today is the third most prevalent car manufacturer in gaming history, behind only Ford and Chevrolet. Featuring in 4,300+ titles to date, the sporty Supra and robust HiLux appear in the top ten most featured vehicles of all time.
The iconic GR Supra, loved by fans the world over.
Early gaming
Toyota's influence first emerged in the design of cars in 8-bit landscapes of games like Pole Position back in 1982. But it wasn't until 1987 that the Toyota brand name was seen in "Famicom Grand Prix: F-1 Race" where Toyota Team Tom’s made its first digital appearance. Against a backdrop of fantastical games like Space Invaders, the introduction of the Toyota brand injected a real-world essence into gaming.
The Family Computer Disk System, known as the ‘Famicom’, released the Famicom Grand Prix: F-1 Race which ran on floppy disks. This system predated the Atari Lynx by two years, and its successor model became known as the Super Nintendo Entertainment System. The game also helped pioneer eMotorports when a tournament was held from 30 October to 15 December 1987. Instead of competing side by side, eager players visited retail stores with their high scores saved on their floppy disks. Using a Disk Fax, they sent their scores straight to the Nintendo office. The top 100 players were bestowed with hard-earned trophies, etched with their name and rank.
For its time, the game was remarkable. But as the years went on, game designers were able to experiment with technology to push boundaries and give rise to new eras of immersive gameplay.
Retro Era Favourites
In 1989, "Ivan "Ironman" Stewart's Super Off Road" revolutionised multiplayer gaming, allowing up to four players to compete head-to-head. It also took racing games away from traditional tracks and onto dirt.
But what also set this game apart was its open celebration of a car brand. Nintendo thrust the Toyota HiLux into the spotlight with the Toyota logo featuring on the racetracks and game cartridge. The game’s theme music was "I love what you do for me, Toyota", which was the jingle pre ‘Oh what a feeling!’.
The game is enjoyed by retro gamers today and even made #16 on Top Gear’s greatest retro games of all time.
Retro meets rugged reliability – 5th Generation Toyota HiLux.
Technology accelerates
The development of new technologies saw pivotal changes in the 90s. The gaming industry evolved as complex 3D environments became mainstream and new consoles eclipsed the likes of the once mighty Super Nintendo and Sega Mega Drive.
Toyota took advantage of this transformation and introduced Waku Doki to a new era. The next generation of gaming platforms including the Sony PlayStation and Nintendo 64 boasted titles that showcased Toyota’s latest performance vehicles, turning the genre into an innovative and interactive marketing platform.
After a notoriously intense five years in development, Gran Turismo roared onto the scene in 1997. With a level of realism never seen before, it became the game that changed the game forever. Players could choose from six iconic Toyota models including the beloved Toyota Supra RZ which even featured on the cover art. It’s said that Gran Turismo was as influential as the Fast & Furious franchise in enshrining the Supra as a fan favourite for years to come.
Power and performance unleashed – Toyota Supra RZ.
Driven by competition
With the rise of online multiplayer on PC and across consoles like the Xbox 360 and PlayStation 3, Toyota engaged with millions of gamers in real time, becoming a key player in the world’s biggest franchises including Gran Turismo, Need for Speed and Forza.
In the ensuing decades, these three major titles competed for dominance on the world stage, each offering their unique take on racing and all of them promoting the latest from Toyota in design, technology and innovation. Players reaped the rewards of this rivalry as it forced the genre to evolve rapidly and regularly introduce new features like real-time damage modelling and vehicle customisation, while constantly improving gameplay, graphics and physics. Online communities thrived and real-time racing tournaments fostered the passion of a global audience.
The digital world was benefitting Toyota in the real world with unlimited brand exposure and marketing reach. But then Toyota took a turn gamers didn’t see coming.
404: Toyota not found
Toyota has always been known as a pioneer in the automotive industry. From revolutionising Hybrid Electric Vehicles with the Prius, to implementing Toyota Safety Sense which introduced next-level safety features across the entire range of models.
But in 2017, Toyota was the first manufacturer to do something unexpected. A decision was made to pull high-performance vehicles from video games, which was a move met with curiosity and confusion. Toyota explained the move reflected a strategic shift away from the digital world to prioritise a presence at real world motorsports events like the World Rally Championship.
But the move left a void in the gaming world. Frustration and disappointment echoed across the gaming community. So responding to demand, Toyota reversed the decision and made a comeback in 2019 by reintroducing the Toyota Supra RZ '97 in Forza Horizon 4. The resurgence was met with relief and excitement from fans who could once again experience the thrill of Toyota's most iconic and beloved models.
Sayonara Supra
When Toyota finally discontinued manufacturing Supra models in 2002, it marked an end of an era for the iconic performance vehicle. But as a symbol of engineering success, it has featured in more video games than any other Toyota, elevating its popularity, preserving its legacy and earning its cult status. Video games kept the Supra racing in hearts and minds the world over.
The world clamoured for its return for 16 years until Toyota finally reintroduced the Supra to the market with the launch of the fifth-generation Toyota GR Supra in 2019, one year after the Toyota GR Supra Racing Concept made its debut in Gran Turismo Sport on the PlayStation 4.
But the Supra isn’t the only vehicle players could experience online only, as video games like Gran Turismo have become a testing ground for concept cars like the Toyota e-Racer and Toyota i-ROAD, giving gamers alone the chance to explore future capabilities and share feedback, while proving that you don’t need a physical Toyota to experience the exhilaration they deliver.
Toyota's GR Supra Racing Concept takes speed to a whole new level.
Taking the lead on the virtual circuit
With only 25 Toyota GR Corolla MORIZO Edition '22 models released in Australia, round 7 of the TOYOTA GAZOO Racing GT Cup 2023 made the performance vehicle available for competitors to experience on a virtual Michelin Raceway Road Atlanta in a one-make race. While the TOYOTA GAZOO Racing GT Cup 2023 is played on Gran Turismo 7, Toyota launched their first virtual championship back in 2007 using the original Gran Turismo game. The Virtual Toyota Racing Championship united gamers and set the course for a future of Waku Doki in the digital space, eventually making its way into the Olympics.
That’s right. In 2021, the International Olympic Committee held the inaugural Olympic Virtual Series which would feature motorsports. A controversy for some, and a delight for others. The event centred around Toyota and featured different performance vehicles across the qualifier and finals. The event was hailed a resounding success with a nail-biting finish that changed perspectives on the genre and made its way into the history books.
The TOYOTA GAZOO Racing GT Cup showcases the GR lineup, including special race models.
Games have evolved from pixelated 2D landscapes into fully immersive photorealistic environments with vehicles that mirror their performance on the bitumen, blurring the lines between the digital world and the real one. To the point where a list of professional racers including Max Verstappen and Lando Norris transferred skills learned in video games to kick start their career on the circuit.
As the world of video games continues to accelerate, Toyota never plans on taking the foot off the pedal.
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