Here is some of the article: (courtesy of google news)
Toyota Rides Racing Circuit To Lose Its Foreign Accent
By NORIHIKO SHIROUZU
Staff Reporter of THE WALL STREET JOURNAL
Among the big events at the dirt-racing course here are truck races, and until recently, most of the trucks on the track were Fords, Chevys and Dodges.
But now there's a new name on the circuit: Toyota.
That Japan's Toyota Motor Corp. is fighting for acceptance this deep in the heartland shows just how badly the auto maker wants to be more "American" as it aims to raise its U.S. market share.
Across the U.S., Toyota is getting involved in an assortment of racing leagues, including Nascar, for stock cars, and the Indy Racing League and the Championship Auto Racing Teams series, two of America's premier leagues for "open-wheel," or fenderless, cars.
At a recent Nascar race, Yoshi Inaba, chief of Toyota's U.S. sales operations, says he "saw consumers from walks of life we have never seen before," referring to the racing world's blue-collar fans. "Nascar fans are the core of America's truck- and big-SUV-buying public, and we need to appeal to them," says the 56-year-old Northwestern University-educated executive.
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As its critics complain, Toyota is quitting CART to race in the competing Indy Racing League and aims to gain a top-tier presence in Nascar, the major league of U.S. racing. Nascar is one of the biggest spectator sports in America. Each week some 200,000 people watch some Nascar races at the track, while five million to six million viewers tune in on television. Toyota already races in Nascar's minor leagues.
Brian France, executive vice president of Nascar and a grandson of Bill France Sr. who founded Nascar in 1948, says Nascar welcomes Toyota, which he says is "already very rooted in this country" given it employs roughly 30,000 Americans. "Competition in Nascar ... more of it is better," he says.