Has the rivalry between automotive giants finally come to an end? Toyota Chairman Akio Toyoda has become one of the industry’s biggest talking points after appearing in a viral video enthusiastically promoting a Nissan vehicle. At a time when competition between automakers is fiercer than ever, the clip has left many wondering: why is Toyota publicly supporting one of its longtime rivals?
In the automotive world, competing manufacturers are often locked in a relentless battle for market share. But when it comes to Akio Toyoda, the charismatic chairman of Toyota and grandson of the company’s founder, conventional rules rarely apply. The head of the world’s largest automaker surprised enthusiasts by appearing in an official video openly endorsing a Nissan model.
米国の工場で作られた
新型・日産ムラーノを
うちの会長の豊田章男
（富士24時間レース練習走行後）が
見つけた時の動画です日産の皆さま
撮影させていただき
ありがとうございました！#豊田章男 #モリゾウ pic.twitter.com/Hl9Pkzlc4R— トヨタ自動車株式会社 (@TOYOTA_PR) June 5, 2026
Has the Rivalry Ended? Toyota’s Chairman Promotes a Nissan
The video was filmed during the Super Taikyu 24 Hour Endurance Race at Japan’s Fuji Speedway and was later posted on Toyota Japan’s official X account. It quickly went viral across social media platforms, largely because it is extremely rare to see the leader of one automaker publicly promoting a vehicle sold by a direct competitor.
“Buy the Nissan Murano!” So What’s the Story?
In the roughly one minute clip, Akio Toyoda appears smiling and enthusiastically waving Nissan flags while standing next to a Nissan Murano crossover. Addressing the Japanese public, he says:
“This is a car built in America that we have brought to Japan. I truly hope Japanese customers will use it as well. It’s the Nissan Murano.”
Why Would Toyota Support a Nissan?
The answer lies in a recently signed trade agreement between the United States and Japan. Under the deal, vehicles manufactured in America are exempt from Japan’s complex local crash testing requirements, with U.S. safety standards now being automatically recognized.
As a result, Japanese automakers have begun importing vehicles built at their American factories back into Japan. Toyota already imports U.S. built models such as the Camry, Highlander, and Tundra, while Nissan is preparing to begin exporting the Tennessee built Murano to Japan in early 2027.
Interestingly, the Murano will be sold in Japan with left hand drive despite the country’s right hand traffic system. Toyoda’s public endorsement appears to be a gesture of support for a move that benefits the broader Japanese automotive industry rather than a single manufacturer.
Akio Toyoda’s Open Minded Love for Cars
This isn’t the first time Toyoda has demonstrated his admiration for automobiles regardless of brand.
- At the 2024 Tokyo Auto Show, he surprised attendees by displaying his personal Suzuki Jimny alongside a Yamaha scooter at Toyota’s official stand.
- Earlier this year, he helped form a public alliance between Toyota, Mazda, and Subaru to develop a new generation of environmentally friendly internal combustion engines.
- He also collaborated with Hyundai to organize the Hyundai N x Toyota Gazoo Racing Festival in South Korea, bringing together two traditional rivals in the performance car world.
ArabGT’s Take
At a time when competition between automakers often turns into marketing battles and brand rivalries, Akio Toyoda offers a refreshing example of sportsmanship and mutual respect. His openness and passion for cars have been key factors in transforming Gazoo Racing into a respected performance brand that has revived Toyota’s enthusiast credentials. Leaders like Toyoda demonstrate that the automotive industry is big enough for everyone and that a shared love of cars ultimately brings enthusiasts together.
What do you think of Akio Toyoda’s gesture? Would you like to see more cooperation and mutual support between the leaders of major automotive companies?
