Set aside the fact that concept cars like the Toyota FT-1 never make it to production with all of their promises intact. There still is strong evidence to suggest that our March 2013 print issue cover car is merely a design study, never destined for serial production. After all, Toyota doesn’t need it. It can clearly continue to rack up impressive sales figures without a true sports car in its lineup beyond the Scion FR-S.

Toyota’s most recent numbers show it leading all U.S. automakers in retail sales, ending the year up 7 percent overall amid a rebounding economy. The only Toyota model with negative sales for the year was the Venza. The success comes on the backs of vehicles such as the segment-leading Camry (which sold 408,000 units in 2013), Corolla, and RAV4—a trio of best-sellers we have often accused of being bland and boring. And let’s not even talk about the success of the Prius.

So why would Toyota invert the formula of high volume and critical reviews for low volume and enthusiast acclaim? Because Toyota CEO Akio Toyoda has stated repeatedly that the brand needs to assert its sporting credentials, and Toyota Motor Sales (the U.S. operation) already has the blueprint for success.

Back in 2003, in the same Detroit convention hall that hosted the debut of the FT1, Toyota rolled out the FJ concept (shown below), a retro off-roader that received such overwhelming critical and public acclaim, it was rushed into production with only minor changes.


As with the FT-1, the FJ concept was penned in California, at Toyota’s Calty Design Center. The FJ concept traded heavily on the styling cues of a legendary Toyota (the FJ40 Land Cruiser), and made it to production with many of the icon’s core values intact as well. The resulting FJ Cruiser debuted in 2005, and not only looked badass, but quickly became the must-have 4x4 in the segment for a spell. It catapulted Toyota back into direct competition with Jeep, capturing wannabe and hard-core enthusiasts alike and creating its own cottage industry in the aftermarket. The FJ Cruiser goes away after the 2014 model year with no update in sight, but it remains a compelling tale of how to authentically and credibly mass-market a vehicle.

With the FT-1, Toyota is poised for such success once again. It has the blueprints from the FJ and an icon in the Supra. To this day, mention the Supra and a certain subset of the motoring public gets weepy for those early Japanese imports that offered high technology, fun, and reliability in a shapely, reasonably priced, rear-drive package. Sure, mission creep bloated the last-generation Supra beyond sustainability, but it still holds near-mythological status in pockets of the world from the Emirates to Encino.

Toyota USA does not need to develop a business case for another low-volume seller, which is what the FJ Cruiser was and a production FT-1 would likely be. It can get along just fine peddling its Camrys, Corollas, and RAV4s to the masses that buy them.

But if it wants to bring back the sporting excitement that Akio demands, it should start with a production version of the FT-1. For that to happen, you have to love the concept and let Toyota know. Do you? If so, let us know in the comments below.

RC350: $45,500
RC350 + Nav: $49,100
RC350 F Sport: $51,100
RC350 Luxury: $53,000
RC350 F Sport Plus: $56,000

RC F Performance: $71,500
RC F Carbon: $75,500