Date: June 6, 2023
Toyota by CFAO Motors is back to defend its title
News → Toyota by CFAO Motors is back to defend its titleCFAO Motors, for the 3rd time in a row, is sponsoring the World Rally Champion as the official transport partner. If the previous rallies were anything to go by, this year will be a sight to behold
This sponsorship highlights Toyota’s dedication to pushing performance limits and introducing the Toyota brand to the Kenyan market. Moreover, it strengthens Toyota’s brand value proposition of Quality, Durability, and Reliability (QDR).
Toyota’s Success and Continued Commitment
In 2022, the Toyota GR team accomplished a phenomenal feat, securing the top four positions and marking Toyota’s 10th victory at the Safari Rally. Building on this resounding success, CFAO Motors will sponsor Kshs. 32 million towards the 2023 WRC Safari Rally. As part of the sponsorship, CFAO Motors will provide two Hilux pickups to serve as safety route openers for the 00 car and 000 car, along with additional support services.
Unveiling Toyota’s Latest Models
In line with the sponsorship, CFAO Motors will unveil a range of Toyota models during the rally, some of which will be available for sale. One of the highlights is the Toyota Hilux Pickup – Safari Rally Limited Edition, specially equipped with the Toyota Gazoo Racing kit, exemplifying Toyota’s commitment to performance and innovation.
The Uhuru Highway showroom will also showcase the replica GR Dakar Hilux T1+ and the GR Corolla hatchback. The replica GR Dakar Hilux T1+ debuted in the Dakar Rally in 2022, powered by a 3.5-litre twin-turbo V6 engine. On the other hand, the GR Corolla hatchback boasts striking features such as a carbon-fibre roof, bi-LED headlamps, and a power-enhancing triple-pipe exhaust.
Toyota’s Environmental Commitment
Aligned with the Toyota Environmental Challenge 2050, the company has undertaken an initiative to combat climate change and work towards achieving carbon neutrality. Through the production of the Corolla Cross range, Toyota has minimized its carbon footprint and prioritized sustainability at every stage, from design to manufacturing and end-of-life recycling programs.
Arvinder emphasized, “Our objective with this sponsorship and communication campaign is to drive awareness of the WRC Safari Rally, strengthen the association between the event and the Toyota brand, and unveil our carbon neutrality agenda. We aim to build high affinity to the Toyota brand among the target audience and generate brand love before, during, and after the rally.”
The Significance of the 70th Anniversary
This year’s WRC Safari Rally is significant as it commemorates its 70th anniversary. After a hiatus of 19 years, the rally regained its status as part of the global championship in 2019, thanks to the collaborative efforts of the government and the private sector. Since then, the Safari Rally has become an exceptional event that sets itself apart.
Conclusion
CFAO Motors’ continued sponsorship of the WRC Safari Rally demonstrates Toyota’s commitment to performance, innovation, and sustainability. Through this partnership, Toyota aims to captivate the Kenyan market with its exceptional vehicles, reinforce its brand value proposition, and contribute to a greener and more exciting future. As the WRC Safari Rally marks its 70th anniversary, this edition promises to be an unforgettable celebration of motorsport excellence.