Toyota Eroika

Bringing back the power of the waku-doki

What if Toyota created a mid-engine supercar by Toyota that combines performance and exhilaration that pays homage to many of their enthusiasts’ love of canyon drifting and car culture? This new halo car would not only elevate the Toyota brand but also serve as a logical successor to Toyota’s legendary sports cars of old, namely the MR2 and Supra. Additionally, it could be a car that can still speak to the love and thrill of Toyota’s entry model sports car, the GT86

Meet Ken Fujiwara

Aged but not yet grown up

Entrepreneur / Real Estate Investor

Lives in Japan; summer home located in the Hakone region of Kanagawa Province

Annual Salary: $450,000

Upgrading from Acura NSX

Needs performance vehicle for Touge and track driving as well as occasional excursions into the city

Grown from tuner cars to supercars, but still misses his canyon drifting days

Market Segmentation:
Japanese Sports Cars

For years Toyota has lacked a serious contender to the Nissan GTR and the Acura NSX. Despite the return of the Toyota Supra, its underpowered 382 engine does not do Toyota justice as the brand’s halo car. There is an opportunity in the market for Toyota to create a mid-engined vehicle to go head-to-head with the Acura NSX