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NASCAR’s Toni Breidinger: Marketing Strategy or Genuine Talent? Fans React to Toyota’s Influencer Approach

Carl Harrison by Carl Harrison
March 17, 2025
in Motorsports
Reading Time: 3 mins read
0
NASCAR’s Toni Breidinger: Marketing Strategy or Genuine Talent? Fans React to Toyota’s Influencer Approach

Feb 14, 2025; Daytona Beach, Florida, USA; NASCAR Truck Series driver Toni Breidinger during qualifying for the Fresh From Floria 250 at Daytona International Speedway. Mandatory Credit: Peter Casey-Imagn Images

The rise of Toni Breidinger in the NASCAR scene is a tale of excitement and apprehension. At the youthful age of 25, she has already secured a full-time gig driving the #5 TRICON Garage Toyota Tundra in the prestigious 2025 NASCAR Craftsman Truck Series. The radiant racer, who could easily be mistaken for a Victoria’s Secret model, has a social media following surpassing five million and a commendable racing resume.

She gained experience from 65 ARCA starts and had an impressive run in 2024 with 11 top-10 finishes. She also made history with a 15th-place Truck debut at Kansas in 2023. “I’ve learned a lot in the ARCA [Menards] Series,” Breidinger confessed back in 2024. “I would not be making the step to the Truck Series without that kind of stepping stone.”

Despite her impressive credentials, her partnership with Toyota is not via their driver development program. This revelation by Paul Dosehal, group manager of Toyota Motor North America, has left fans questioning the nature of her relationship with Toyota.

Breidinger’s career arc is reminiscent of previous female NASCAR stars. Danica Patrick, the first woman to win an IndyCar race, created a buzz around NASCAR in 2012. Despite her massive popularity and securing a pole at Daytona in 2013, Patrick never managed to win a Cup race. Hailie Deegan, another female driver who was hyped as a promising Toyota prospect, ended her Xfinity stint with AM Racing in 2024 without any top-10 finishes. Both Patrick and Deegan were known for their large social media following, which unfortunately overshadowed their on-track performances.

Breidinger expressed her disappointment when Deegan lost her ride, stating, “She’s super talented.” Deegan has since moved on to Indy NXT, sparking a debate among fans about whether she was overrated or under-supported. Breidinger’s career is starting to mirror that of Patrick and Deegan, causing some concern.

Toyota’s partnership with Breidinger appears to be more of a marketing strategy than a commitment to her racing development, considering her role is restricted to being an “influencer from a driver standpoint.” This point was emphasized by Paul Dosehal, who explained that Breidinger was contracted through Toyota’s marketing department due to her massive social media following.

Breidinger’s journey accelerated with her 2024 TRICON signing. “Racing full-time with TRICON is a dream for me. It’s been a 15-year process to get here,” she shared. Despite her promising career trajectory, doubts remain. Her 2025 SI Swimsuit feature and social media influence exceeded Chase Elliott’s, raising the question of whether she is a driver or a brand.

This uneasy balance between her racing prowess and marketing potential is further complicated by the specters of Patrick and Deegan. Patrick’s 191 Cup starts outshine Breidinger’s five Truck races, and Deegan’s abrupt Xfinity departure is still fresh in fans’ minds. Adding to the uncertainty is Toyota’s other female prospect, Isabella Robusto, whose quiet success in the 2024 ARCA races is challenging the public’s perception of Breidinger and Deegan.

Fans have expressed their apprehension online, commenting on the hype surrounding Breidinger and Toyota’s role in her career. Despite these concerns, Toyota has continued to support Breidinger, providing her with simulator time and training at their Huntersville facility.

One fan voiced concerns about her influencer status, arguing for the need for “actual drivers, not influencers.” Breidinger’s 2.3 million TikTok fans may be a boon for Toyota’s marketing efforts, but they might not be enough to cement her place in the racing world. Fans want laps, not likes, and they’re worried about whether Breidinger can deliver.

The pressure is on for Breidinger to prove herself on the track instead of just online. Her 15th place finish at Kansas shows potential, but the hype surrounding her career may prove to be a distraction. Despite the skepticism, one fan pointed out that Breidinger’s influencer status could be a financial boon, as her fame could potentially bring in more earnings than a development driver.

The question remains: Will Toni Breidinger’s popularity overshadow her driving skills? Or will she break the mold and prove that she is more than just a social media sensation? Only time will tell.

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