Toyota Auto Finland Oy, the Finnish importer of Toyota and Lexus cars, has signed a cooperation agreement with AKK Sports Oy covering the partnership for the Finnish round of the World Rally Championship for the period of 2025-2026. With this agreement, Toyota Auto Finland Oy will be the official car partner of the Finnish round of the World Rally Championship for the duration of the agreement.
The Finnish round of the World Rally Championship (Secto Rally Finland), known as one of the world’s most prestigious motorsport competitions, offers Toyota an excellent opportunity to showcase its extensive car range and innovative powertrain solutions. Toyota will showcase the versatility of its range both in meeting the car needs of the event organizers and in presenting the range to the public. The focus will be on Toyota’s wide range of different car models and, above all, on car powertrains.
The transformation of the automotive sector over the last few years has shown that there is both space and demand for a wide range of powertrain options. Whatever the propulsion system, low and, at best, zero emissions are very important aspects of sustainable development. During Secto Rally Finland, we will see different options to solve mobility challenges – from electric cars to hybrids and perhaps even hydrogen-powered vehicles.
Mikko Kekäläinen (Director, Products, Marketing & Communications, Toyota Auto Finland Oy) commented. The World Rally of Finland is an important event for us, and we want to highlight Toyota’s commitment to environmentally friendly and innovative mobility solutions. This collaboration provides us with a unique opportunity to showcase our extensive range and different powertrain solutions to the public.”
Paula Paappanen, Commercial Director of AKK Sports Oy, is delighted about the cooperation. Secto Rally Finland is the Crown Jewel of Finnish motorsport, and Toyota’s participation will add value to the event. Toyota’s commitment to innovative and environmentally friendly mobility solutions fits perfectly with the development and sustainability objectives of the event. This partnership is a strong demonstration of how we can together build both a sustainable future and a more experiential event experience for both the public and participants.”
This year’s event will be the most exciting in a long time, as the gravel roads of Central Finland will once again test the limits of drivers and equipment. The public will be offered a unique opportunity to watch the world’s best drivers perform and experience the exhilarating atmosphere of the rally. Top Finnish drivers, such as Kalle Rovanperä and Sami Pajari, will be creating a special thrill for the Finnish spectators as they take on the top international level. Through this partnership, we expect to set records in terms of both attendance and visibility of the event. The partnership will bring not only new technologies, but also new dimensions to rallying.
Environmentally friendly solutions at the heart of the rally
Through the partnership, Toyota Auto Finland Oy will offer event organizers and participants a wide range of vehicles to meet their needs and requirements. This includes traditional combustion engine cars, hybrids and full electric cars. Toyota is constantly striving to develop new solutions that contribute to sustainable development and reduce the environmental impact of transport.
Another area of focus is certainly the increasing use of hydrogen at a societal level, which is booming with the green transition. Green energy and thus the widespread availability of green hydrogen are globally significant entities. Toyota has supported the emergence of a hydrogen society on a very broad scale, as it is perceived as a very important factor for the future. As part of the widespread use of hydrogen, there is also the potential for its use in road transport. It is no coincidence that Finland’s first hydrogen refueling station for road transport will open in Jyväskylä in the summer of 2025 – in the heart of Finnish rallying.
The World Rally of Finland provides a unique environment for Toyota to showcase its latest innovations and technologies. During the rally, the public will be able to discover Toyota’s extensive range of vehicles and the different powertrain solutions that meet today’s mobility needs. This collaboration underlines Toyota’s commitment to environmentally friendly and sustainable mobility solutions that are important for current and future generations.
A sustainable future and the continuity of motorsport
We are pleased to see how continuous development will also enable motorsport to continue to operate in a sustainable manner. This cooperation shows that environmentally friendly solutions and motorsports can go hand in hand. Through this cooperation, Secto Rally Finland is building a legacy that combines speed, thrill and environmental responsibility.
For more information about the cooperation and the Secto Rally Finland event, please visit the websites of Toyota Auto Finland Oy and Secto Rally Finland.
