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Many reasons.
1. Money. Factory backing, race team/crew, parts, sponsors. If you don't have a good crew($$$), you just won't qualify or will be a lap marker.
2. Rules/classes. Some rules/classes favor specific cars over others.
3. Development. Some cars are developed and have setups that have been tested and work. Lots of data to work with. No one wants to start at ground zero.
4. Toyota vs Subaru. Subaru has the gt300 car, while Toyota has been pushing TRD/street car parts. Back to number 3, no one wants do all this r&d($$$) and have someone else gain for free.
5. No 2nd gen, no point in developing a car that is going to die. No point developing a 2.0 that toyota won't use(boxer) subaru is going towards 2.5's or turbos and only races 4wd, no use for 12.5:1 compression, low torque, high reving engine.
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