Toyota Motor Sales USA have been working hard to portray themselves to be just as American as domestic Big 3. Part of the reason is to deflect rising nationalistic sentiments against the Japanese automotive superpower as American Big 3 automakers close their plants and UAW workers are getting their pink slips.
Another reason is that the Mid and South West region of USA are populated the stereotypical Bible thumping, country music loving, chops his own firewood, Nascar loving, white bread redneck guy who will drive nothing other than a full size Ford or GM pickup. They are not known to be very receptive of Asian imports. They hate Hondas and Toyotas, especially hybrids. Of course, the above are typical stereotypes and may not apply to the younger generation who may not share the same anti-Japanese sentiments of the WW2 veteran fathers and grandfathers.
The region have been the hardest nut to crack for Toyota. Liberal states like California have the highest proportion of foreign import brands while more conservative areas like Texas or Kansas are US domestic brand strong holds.
Toyota tried to break into this region by participating two of region's favourite past times - Nascar racing and fly fishing. Toyota fielded the Tundra in Nascar Truck series and later the Nascar Nationwide Series and Nascar Sprint Cup with the Camry sedan. It also sponsored various fly fishing contests.
The move is not without controversy. Many Nascar fans were not happy of the Japanese company's domination in Nascar, which is perceived to be a deeply American identity. Last year, when racer Kyle Busch's No. 18 Toyota Camry won the Nascar Sprint Cup at Chicagoland Speedway, fans threw beer cans and booed at him.
It is left to be seen if the latest move by Toyota to replace a traditional Ford or GM model as Nascar's official pace and safety car will win them any new fans.
The Camry Hybrid will be used in the Coca-Cola 600 at Lowes Motor Speedway in Concord, North Carolina.
The Camry Hybrid will became the first hybrid used as a pace car for the entire duration of a Cup event. It is not the first hybrid to grace a Nascar event though as a Ford Fusion Hybrid led rolling start in the 2008 season finale at Homestead-Miami Speedway before yielding to a regular Ford Fusion Sport who then took over.
The Nascar Camry Hybrid will maintain standard engine, transmission and suspension components.
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