General
Will Haas-Toyota soon be able to compete with Red Bull and McLaren?
What was dismissed as rumours for months appears to have come true after all: Haas F1 has entered into a technical partnership with Toyota Gazoo, the Japanese company's motorsport arm. On paper, this partnership looks like a masterstroke for both parties; Haas F1 gets access to the know-how and facilities of one of the world's biggest car manufacturers, while Toyota's name appears (again) in the most important motorsport class.
It had been rumoured for some time that Haas and Toyota were thinking of a technical partnership. That seemed unlikely, as the Japanese manufacturers had no ambition to return after a previous Formula 1 adventure that did not go as hoped. Last spring, GPblog spoke with Rob Leupen, Managing Director of Toyota Racing, about the name possibly returning to F1.
The Dutchman said at the time: "What did Formula 1 bring Toyota at the time, apart from a nice factory? A lot of money went into making Toyota's name better known. I think in the World Endurance Championship (WEC), we can show more about what Toyota does and what the brand stands for."
Toyota opted for a comeback after all
Still, the Toyota name will return to Formula 1—not as an engine supplier, but with the new multi-year agreement, the two parties will share expertise, knowledge, and resources—with Toyota Gazoo Racing providing design, technical, and production services. The exact details will undoubtedly become clear later, but a partnership that benefits both parties can already be seen.
With Ford joining F1 in 2026 and Cadillac (from General Motors) in principle in 2028, Toyota was effectively the only major manufacturer not represented in Formula 1. As wonderful as the WEC is, as much as the class is growing in popularity, it is not Formula 1.
Toyota will find that participation in F1 has become a goldmine in terms of marketing alone. Toyota doesn't need to make a huge investment like setting up an F1 team or building an expensive power unit like Ford will do with Red Bull Racing, but there is still the maximum exposure.
Haas needed a strong partner
At the same time, Haas will be happy with any help it can get in the intense battle with other teams in the middle and rear of the F1 grid. Sauber is becoming Audi. Internally, they are already working hard on a much-needed transformation. Williams has invested heavily in the factory and hopes to make progress with the driver duo Albon-Sainz, and Alpine is pinning their hopes on the upcoming partnership with Mercedes. In short, Haas had to - to avoid becoming the favourites to finish bottom of the Constructors' Championship.
Toyota has had little success in its own F1 adventure in recent years, but in the meantime, it has proved it can win many titles in the WEC with Toyota Gazoo. Moreover, the facilities at the factory in Cologne, Germany, are excellent, with a good mix of European and Japanese staff.
Whether Haas and Toyota will succeed in catching up with Red Bull, McLaren, or Ferrari is highly questionable. However, there is potential in the collaboration; no one can deny that.
This article has been created in collaboration with Matt Gretton