Toyota Motor announced plans to return its iconic Celica sports car to the World Rally Championship (WRC) in 2027, marking the model's return to premier rally racing after a 32-year absence [1]. The automaker will field two teams as the sport implements new car regulations for the upcoming season [1]. This strategic move comes on the heels of Toyota's dominant performance in 2026, when the company secured its sixth consecutive WRC manufacturers' championship and tenth overall title [1]. The Celica's return potentially sets up a competitive showdown with Italy's Lancia marque at the sport's highest level [1].
The decision to reintroduce the Celica to WRC competition represents a significant marketing and competitive initiative for Toyota, leveraging the model's storied rally racing heritage. By fielding two teams under the new regulations, Toyota is positioning itself to maintain its championship momentum while capitalizing on renewed interest in the classic sports car nameplate. The timing of this announcement, following the company's sixth consecutive manufacturers' championship, underscores Toyota's confidence in its competitive capabilities and engineering prowess in the rally racing segment.
CONCLUSION
Toyota's return of the Celica to WRC competition in 2027 represents a strategic move to maintain its championship dominance while reviving a legendary nameplate in motorsports. The decision to field two teams under new regulations demonstrates the automaker's commitment to premier rally racing and positions it for continued competitive success against rivals including Lancia.