75,000+ eligible GR owner memberships created so far
50+ racetracks nationwide
15 NASA regions
95%+ participant satisfaction
70%+ first-time track drivers
Hundreds of owner events facilitated each year
That was the challenge Toyota brought to Gardner Automotive Communications (GAC) as the Toyota GR performance brand expanded in North America.
What began as an exclusive ownership benefit for the GR Supra has grown into a comprehensive owner experience supporting the entire Toyota GR family—including GR Supra, GR86 and GR Corolla. Every eligible new owner receives a complimentary one-year membership to the National Auto Sport Association (NASA) and an invitation to experience professional high-performance driving instruction at one of more than 50 road courses across the United States. GAC conceived, developed and continues to manage the end-to-end owner benefit program. From program strategy and partner development to customer communications, fulfillment, concierge support, reporting and performance analytics, GAC oversees every touchpoint of the ownership experience.
After vehicle purchase, owners receive a branded email and or printed welcome package containing program information, activation instructions, exclusive owner offers and an individual GR event code. Using their code, participants register for a NASA High Performance Driving Event (HPDE), where they receive classroom instruction and four professionally coached on-track driving sessions tailored to drivers of every experience level.
The program objective is simple: give owners the opportunity to safely explore the engineering, capability, and confidence built into Toyota's GR vehicles while introducing them to the performance driving community in a professionally instructed environment.
The results have consistently exceeded expectations. More than 95% of participants rate their HPDE experience as Amazing or Very Good, nearly every attendee praises the quality of NASA's instructors, and the overwhelming majority leave with an even greater appreciation for their vehicle. Many return for additional track events, continuing their journey as performance driving enthusiasts.
Today, the Toyota GR / NASA Performance Driving Program is recognized as one of the automotive industry's premier owner engagement initiatives. By transforming a vehicle purchase into an authentic motorsports experience, the program has helped cultivate a loyal community of Toyota GAZOO Racing enthusiasts while setting a benchmark for experiential customer ownership programs.
