Toyota Launches its New Performance Sub-Brand


Meet the “GR” sports car series from Toyotas.

Toyota has officially introduced its new performance sub-brand called “GR,” following in the footsteps of Hyundai‘s N, BMW‘s M, and Mercedes-Benz‘s AMG. The Japanese automaker said the GR sports car series evolved from the G Sports (G’s) sports conversion car series and it plans on expanding the lineup in the future. Toyota promises the GR series will expand outside of Japan gradually, even though the majority of the models revealed aren’t sold in North America.

Within the GR hierarchy are different tiers, with GRMN vehicles at the top. There is then the mid-range GR and the entry-level GR Sport. The company will also offer GR Parts as that any customer can customize their own car.

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Starting in Japan, the GR and GR Sport will be available for the Vitz (Yaris in North America) and the GR Sport will be offered for the Prius PHV (Prius Prime in North America), Harrier, Mark X, Voxy, and Noah. Joining the lineup at a later time will be the Vitz GRMN, 86 GR, Aqua GR Sport, and Prius α GR SPORT model.

To expand the presence of the GR Series, Toyota will open GR Garage shops as regional bases for Toyota Gazoo Racing. Current “Area 86” shops found across Japan will be rebranded as GR Garage shops with dedicated staff. A total of 39 GR Garage shops are scheduled to open within fiscal year 2017.

What is probably most exciting for North American consumers is the 86 GR prototype the company is working on.

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