Toyota focuses on esports to boost fan base as motorsport shuts down
As motorsports events are canceled or postponed around the world amid the COVID-19 pandemic, Toyota Motor Corp. is focusing on esports car racing to increase the motorsports fan base.
Toyota Gazoo Racing, Toyota’s online motorsports promotion project, jointly organized the esports car racing event e-Nurburgring Race with Subaru Corp. on YouTube on Sunday, after the 24 Hours Nurburgring race scheduled to be held this month in Germany was postponed to September.
Japanese drivers from four racing teams participated in the livestreamed event, which attracted thousands of viewers.
Toyota’s racing team has been taking part in a number of racing series such as the World Endurance Championship and the World Rally Championship. But this year, due to the spread of coronavirus infections, most car races will not be held at least until the end of July.
Toyota also announced earlier this month that it decided not to take part in the Nurburgring race this year, taking into consideration the safety of the people involved. The race track, famed as the world’s most demanding circuit, has been regarded by automakers as a place to test the vehicles they have developed.