Toyota, fresh off an impressive 2024 NASCAR Cup Series campaign, has its sights set on the stars—literally. Known for its prowess on racetracks and the global automotive market, the Japanese automaker is making bold moves to venture into space exploration. With a robust racing legacy and an eye on competing with Elon Musk’s SpaceX, Toyota is pushing the boundaries of what mobility means in the 21st century.
Racing to Glory: Toyota’s 2024 NASCAR Triumphs
Toyota’s NASCAR Cup Series achievements were nothing short of remarkable. Tyler Reddick piloted the No. 45 Toyota to three victories and nearly clinched the championship. Meanwhile, Joe Gibbs Racing stars Denny Hamlin and Christopher Bell added multiple wins to Toyota’s tally, cementing the brand as a powerhouse in stock car racing.
Since entering NASCAR in 2007, Toyota has collected three Cup Series titles, four Xfinity Series titles, and nine Craftsman Truck Series championships. However, even as Toyota conquers the asphalt, the company is setting its sights on a different kind of track—one that leads to the stars.
Beyond Earth: Toyota’s Space Aspirations
Toyota’s involvement in space exploration began in 2019 with its partnership with the Japan Aerospace Exploration Agency (JAXA) to develop a lunar rover for NASA’s Artemis program. Now, the company is taking a giant leap forward by investing ¥7 billion ($44.4 million) in Interstellar Technologies (IST), a Japanese startup aiming to mass-produce lightweight rockets.
Through its subsidiary Woven, Toyota will join IST’s executive board, leveraging its automotive manufacturing expertise to create cost-effective, high-quality rockets. This partnership aligns with Japan’s ambitious goal to conduct 30 space launches annually by the 2030s, positioning Toyota as a major player in the growing private space industry.
Toyota vs. SpaceX: A New Rivalry in the Skies
Toyota’s move into space is a direct challenge to Elon Musk’s SpaceX, the leader in commercial space exploration. Toyota Chairman Akio Toyoda hinted at this bold venture during a speech at CES 2025 in Las Vegas.
“The future of mobility shouldn’t be limited to just cars. Or just one car company, for that matter. Speaking of the sky, we’re exploring rockets, too,” Toyoda declared.
IST already has a track record of success, becoming the first Japanese company to launch a commercially developed rocket into space in 2019. With Toyota’s backing, IST plans to transition rocket manufacturing into a scalable, high-quality industry.
Challenges on the Ground: Toyota’s Recent Struggles
While Toyota dreams of dominating space, it faces significant challenges at home. In 2024, the company grappled with:
- Stock Market Losses: Toyota’s market value dropped by $30 billion due to a testing scandal and declining sales.
- Certification Irregularities: Dating back to 2014, these issues disrupted production lines, affecting nearly 10% of deliveries in 2023.
- Electric Vehicle (EV) Struggles: Pure EVs accounted for less than 2% of Toyota’s sales, far behind competitors like Tesla.
Despite these hurdles, Toyota remains committed to expanding mobility across land, sea, air, and now space.
A Bold Vision for the Future
Toyota’s dual focus on excelling in NASCAR and entering the space race highlights its ambition to lead innovation on multiple fronts. While the automaker faces challenges in its traditional markets, its investments in emerging industries could redefine its legacy.
Whether it’s on the racetrack or in the cosmos, Toyota’s journey promises to be one of innovation and bold ambition. The question now is whether this automotive giant can truly give SpaceX a run for its money—or, in this case, a race to the stars.