Unveiling the Future

Explore the cutting-edge world of automotive innovation at the 2024 Tokyo Auto Salon, featuring Toyota Gazoo Racing and Lexus. Join us from January 12 to 14 at the Makuhari Messe in Chiba, Japan, under the theme “Enhancing Passion for Cars with Car Enthusiasts.” Experience Akio Toyoda’s inaugural speech, discover new customized production models, and witness a diverse array of racing cars from motorsport disciplines.

From GR Parts previews to thrilling gymkhana duels, this event promises an immersive journey into Toyota’s commitment to performance, heritage, and the future of automotive excellence. Don’t miss the dynamic events shaping the automotive landscape.

Tokyo Auto Salon 2024



The eagerly awaited 2024 Tokyo Auto Salon is on the horizon, promising an exhilarating experience for automotive enthusiasts. Notably, Toyota Gazoo Racing and Lexus are set to take center stage at the Makuhari Messe in Chiba, Japan, from January 12 to 14, 2024, with the overarching theme of “Enhancing Passion for Cars with Car Enthusiasts.” This event holds great significance for aficionados, offering a glimpse into the latest innovations, customized production models, and the diverse motorsport engagements of Toyota.

As we delve into the highlights, it becomes clear that this auto extravaganza is poised to captivate attendees with a blend of cutting-edge technology, racing prowess, and a celebration of automotive heritage.

Toyota Gazoo Racing

Key Highlights:

  • Akio Toyoda’s Inaugural Address: The event’s kickoff on January 12 is marked by an address from none other than Akio Toyoda, also known as Morizo. His insights and vision set the tone for engaging panel sessions featuring racing luminaries and development engineers, complemented by dynamic demo runs.
  • Unveiling of New Models: Toyota Gazoo Racing and Lexus are gearing up to unveil a series of new customized production models, adding a layer of anticipation to the event. These models are expected to showcase the brands’ commitment to pushing the boundaries of automotive design and performance.
  • Diverse Motorsport Disciplines: Toyota’s presence at the Auto Salon extends beyond the showroom floor. Racing enthusiasts can expect to witness an impressive array of racing cars, including the GR Yaris WRC, GR010 Hybrid #8, and other iconic vehicles representing various motorsport disciplines. This demonstrates Toyota’s broad and impactful footprint in the racing world.
  • Preview of GR Parts and GR Heritage Parts: Attendees are in for a treat as Toyota provides a sneak peek into the future with previews of GR Parts and GR Heritage Parts. This not only underscores the brand’s commitment to performance but also pays homage to its rich automotive heritage.
  • Exciting Events: From a thrilling gymkhana duel featuring innovative concepts to a captivating demo run of rally vehicles, the schedule is brimming with events that cater to diverse automotive interests. Notable names like Masahiro Sasaki, Keiichi Tsuchiya, Norihiko Katsuta, and Takamoto Katsuta add star power to the proceedings.

Lexus showcase

Key Analysis:

  • Toyota’s Strategic Presence: Toyota’s prominent participation in the 2024 Tokyo Auto Salon underscores its strategic approach to engage with the automotive community. The inclusion of both Toyota Gazoo Racing and Lexus reflects the company’s commitment to showcasing a diverse range of offerings and catering to different segments of the market.
  • Event Theme and Vision: The chosen theme, “Enhancing Passion for Cars with Car Enthusiasts,” indicates a deliberate effort to connect with the emotional aspect of car enthusiasts. The vision aligns with creating a more interactive and engaging experience for attendees, fostering a deeper connection between the brand and its audience.
  • Leadership Involvement: The inaugural speech by Akio Toyoda (Morizo) signifies the importance of leadership involvement in setting the tone for the event. Toyoda’s presence not only adds a personal touch but also emphasizes the company’s commitment to the event and its significance in the automotive calendar.
  • Showcasing Innovation: The unveiling of new customized production models highlights Toyota’s continuous commitment to innovation. By showcasing these models, the company aims to demonstrate its prowess in pushing the boundaries of design and technology, keeping the brand at the forefront of automotive advancements.
  • Motorsport Representation: The diverse representation of racing cars from various motorsport disciplines, including the GR Yaris WRC and GR010 Hybrid #8, serves to showcase Toyota’s involvement in high-performance racing. This not only contributes to brand image but also reinforces Toyota’s engineering capabilities and competitive spirit.
  • Heritage and Performance Integration: The preview of GR Parts and GR Heritage Parts suggests a strategic integration of heritage elements with a focus on performance. This approach not only appeals to enthusiasts who appreciate the legacy of the brand but also emphasizes Toyota’s commitment to advancing performance through specialized parts.
  • Engaging Events: The inclusion of dynamic events such as the gymkhana duel and rally vehicle demo runs adds an experiential dimension to the Auto Salon. These events are designed to captivate the audience, providing not only visual appeal but also hands-on interactions that enhance the overall event experience.
  • International Appeal: The Tokyo Auto Salon, being a globally recognized automotive event, serves as a platform for Toyota to showcase its offerings to a diverse and international audience. This aligns with the company’s global positioning and its efforts to maintain a strong presence in the worldwide automotive market.

Motorsport disciplines


In conclusion, the 2024 Tokyo Auto Salon emerges as a must-attend event for automotive enthusiasts, offering a comprehensive showcase of Toyota Gazoo Racing and Lexus’s latest offerings, technological advancements, and motorsport achievements. The convergence of industry leaders, cutting-edge designs, and the vibrant celebration of automotive culture creates an immersive experience for attendees.

As we look forward to this automotive spectacle, it’s evident that the Tokyo Auto Salon will not only reflect the current state of the automotive industry but also provide a glimpse into the exciting future that awaits. For those passionate about cars, this event promises an unforgettable journey into the heart of automotive innovation and performance.

Immerse yourself in the future of automotive excellence! Join us at the 2024 Tokyo Auto Salon from January 12 to 14 at the Makuhari Messe in Chiba, Japan. Experience Toyota Gazoo Racing and Lexus unveiling new customized production models, witness thrilling gymkhana duels, and explore the world of GR Parts and Heritage.

Don’t miss Akio Toyoda’s inaugural speech and the dynamic demo runs. Secure your spot now for an unforgettable automotive journey. Get your tickets and be part of the passion at the forefront of the industry. Seize the opportunity to witness innovation, performance, and the spirit of racing. #TokyoAutoSalon2024


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