Toyota's Racing Secret: How F1 Tech Wins Everyday Drivers

Toyota is using its experience in extreme motorsports to improve its regular cars. The goal is to make Toyota vehicles feel more exciting and distinct to drive. The company is applying knowledge from Formula 1 (F1) and the World Endurance Championship. Engineers transfer technology from racing to consumer models. This process is called "road feedback." A key example is the new 2025 Camry. Its improved steering system uses ideas from Toyota's F1 program. The changes give drivers a better, more connected feel to the road. Toyota's president, Koji Sato, says this focus is crucial. He believes that a car's driving performance—how it feels to control—is now a major factor for buyers. He wants Toyota's brand to be known for this exciting feel, or "driving taste." This strategy aims to set Toyota apart in a competitive market. By using racing technology, the company hopes to attract customers who want both reliability and a more engaging drive.