Although by the 1970s we were just a few years into our European expansion, the momentum was building. More and more people were aware of the Toyota name and responding to the alternative we offered to products and brands they had been familiar with for generations.
Entry into rallying
Our visibility and appeal were soon to be given an exciting new dimension with our entry into international rallying with a Europe-based team. Swedish driver Ove Andersson set the plan in motion. At a meeting in London he convinced a team of our executives to let him compete in a Toyota Celica in the 1972 RAC Rally in Great Britain. His success with a top-10 finish ahead of some notable rivals ensured the programme would continue. Andersson Motorsport was duly established in Sweden in 1973.