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Toyota and Suzuki are looking at an R&D partnership because they admit they're behind

The Chairman of Suzuki Motor Corporation, Osamu Suzuki, and the President of Toyota, Akio Toyoda, have convened at Toyota's Tokyo offices to declare plans to join hands regarding research and development. According to Toyoda, Toyota "hasn't been good at creating alliances," and its partnership with the small carmaker Daihatsu has been the most well-known collaboration so far. Perhaps the comment has a tinge of regret from Toyota and GM's NUMMI days in Fremont, especially as the statement released by Toyota says that "Toyota is conscious of the fact that it may be behind competitors in North America and Europe when it comes to the establishment of standardizations and partnership with other companies." But as different technologies advance at breakneck speed and it is difficult for companies both big and small to stay competitive, let alone ahead of the game, Toyota is accepting the need for collaboration. Toyoda referred to passenger safety, environmental issues, automated driving, and hydrogen technology, all of which are key challenges for any carmaker looking to stay relevant, and all expensive to experiment with. Spreading the cost over more vehicles should help. "We received an offer from Suzuki regarding collaboration possibilities on advanced and future technologies such as in information technology. Suzuki made a frank proposal to us, and in understanding that Toyota is facing the challenges which I had mentioned earlier, we thought that with the relationship between both companies, there is an opportunity for a business partnership to help solve such challenges. As such, we decided to explore such possibilities together," said Toyoda. In the future, Daihatsu will still be Toyota's tool in emerging markets, but now Toyota could have access to Suzuki's small-car know-how. Osamu Suzuki acknowledges that "Suzuki's current business focuses on minivehicles in Japan and India," as Suzuki withdrew from the US and Canada in 2013. A joint effort will help Suzuki remain relevant, and as a manufacturer of predominantly small vehicles it has been focusing on competitive pricing more than cutting edge technology. Related Video:

Toyota and Mercedes begin the Super Bowl ad teases with dads and hares

Advertising Age says pregame buzz is where Super Bowl advertisers really build momentum for their Big Game commercials, so let the teasing continue. We've seen the 30-second spot for the Lexus NX, Mercedes-Benz and Toyota are next out of the tunnel with campaigns that focus on a fable and fathers, respectively. The Mercedes tease gets former NFL wide receiver Jerry Rice lining up a talking-heads debate with eight-year-old Andrew Hunter about whether Hunter's hare could beat a tortoise in a race, but it's a disaster before it even begins. In what will be a continuing storyline, a social media component lets people side with #TeamTortoise or #TeamHare, with "a Big Race viewing party" going to a lucky winner. Mercedes also promises there'll be a hero at the end, which we imagine will something in the Three-Pointed-Star family as opposed to the Testudinae or Leporidae families. Toyota's all about the biological family, rolling out a series of tweets and Vine videos showing off ex-NFL'ers and their kids to hype the "One Bold Choice Leads to Another" campaign for the Camry. The profiled paterfamiliae will be examples of those "who have contributed to their families' lives in bold ways." A 60-second spot during the pre-game will feature Paralympic athlete Amy Purdy, then those stand-up dads will get their own 60 seconds during the second quarter. The social media tag for this one is #OneBoldChoice. You can watch Mercedes' opening salvo above, and check out a Toyota tweet with ex-quarterback Kurt Warner below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: Automotive News - sub. req., Mercedes-Benz, Toyota via YouTube (M-B), Twitter (Toyota) Celebrities Marketing/Advertising Mercedes-Benz Toyota Super Bowl Commercials Videos

Toyota will race C-HR CUV in 2016 Nurburgring 24 Hours

There won't just be traditional racecars competing in the 2016 Nurburgring 24 Hours; Toyota Gazoo Racing will take the bizarre route of prepping the C-HR crossover for the grueling event. The squad will enter more conventional machines, too, including a Lexus RC and RC F for the race that will run from May 26-29. Details about the C-HR Racing are scant at the moment. "We decided to take on the new challenge of creating ever-better cars using a crossover rather than a pure sports car," the company's announcement said. It makes no mention of the vehicle's specs, but the included photo show the CUV with a more aggressive front fascia, vents along the hood, and a big wing at the rear. The driver lineup includes Masahiko Kageyama, Kumi Sato, and another person to be announced later. Toyota will reportedly introduce the production version of the C-HR at the Geneva Motor Show, and the final one will allegedly carry over the current rakish shape and hybrid powertrain. The company also showed it with Scion badging at the 2015 LA Auto Show to suggest a likely arrival in the US. This year will mark a decade of Gazoo Racing's competition in the 24 Hours of the 'Ring. The squad notably raced the LFA there for several years, but it showed a willingness to bring weirder vehicles too like a Lexus CT 200h in 2011. Nothing has been quite as odd as racing a crossover there, though. Toyota GAZOO Racing Celebrates Decade of Participation in the 24 Hours of Nurburgring with Triple Entry for 2016 Race Toyota City, Japan, January 15, 2016-Toyota GAZOO Racing announces the entry of three vehicles-a Toyota C-HR Racing*, a Lexus RC, and a Lexus RC F-in the 44th 24 Hours of Nurburgring endurance race to be held in Germany from May 26 to 29, 2016. The 24 Hours of Nurburgring plays an important role in Toyota's motorsports activities for building ever-better human resources and vehicles under intense racing conditions. Beginning in 2007, the 2016 event marks the 10th year of Toyota's participation in the race under the banner of GAZOO racing. When asked to look back over the last ten years, team representative Akio Toyoda said, "I remember GAZOO Racing first taking on the challenge of the Nurburgring in 2007 in an Altezza like it was yesterday. There are so many memories running through my mind–the interaction with the roads of the Nurburgring, whose characteristics seem to change with each shift in the weather, the meeting and parting with new and valuable friends.