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Toyota Launches GR Sub-Brand

Toyota Launches GR Sub-Brand

Toyota has announced an entire lineup of new vehicles for Japan as part of a new sub-brand. Dubbed the GR models, the new lineup will commence the use of GR as Toyota’s performance sub-brand. Despite the sporty intentions, there’s not a lot of performance modifications on the GR lineup though.

So far Toyota has rolled out the GR trim only in Japan, but last week confirmed plans to launch the Yaris GRMN in Europe, suggesting the GR lineup will ultimately take on a global presence. The formula with GR appears to be, well, really simple. Toyota is focusing most of its efforts on upping the ante of sportiness inside and outside the models, while offering up one or two minor performance upgrades. Most models are getting revised suspension tuning.

Basically, the GR sub-brand appears to be a snooze-fest for actual enthusiasts. That said, Toyota will probably sell a ton of them as all automakers roll out sport trims that are light on actual mechanical upgrades.

So far there’s no official word that we’ll see the GR sub-brand arrive in the U.S. market.





 

About Nick Saporito

AutoVerdict Senior Editor Nick Saporito began writing about cars at age 13. Nick ran a couple of automotive enthusiast sites for several years, before taking some time off to focus on his career and education. By day he's a marketing executive in the telecom world and by night he hangs out here at AV. You'll find him focusing on tech, design and the industry's future.
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  1. 2b2
    BurnOut
    Is this the resurrection of 1990s-era Pontiac?...


    it actually resembles most of what I ranted for in Mission2020: The RETURN of MERCURY

    consisting primarily of waggy-hatch-CUVs and sportcoupes with 5 or 3 doors

    mission statement: the FUN side of (smaller)LUX, ALL electrified!,

    to exploit pricepoints, segments, and demographics less-consistent with Lincoln's goals & heritage

    &

    Dear God, Toyota is Building a Souped-up Prius

    TTAC
    - By Matt Posky on September 19, 2017


    Toyota’s GR-series passenger cars...

    Gazoo Racing, the automaker’s motorsport division and new in-house performance arm...

    Interestingly, Gazoo literally means “image” in Japanese...

    hoonable maniacs ...like... the supercharged Yaris GRMN (Gazoo Racing Masters of Nürburgring) with over 200 horsepower is a prime example...

    Among them is the bewildering Prius Prime GR Sport, a hot hatch variant of the economy-minded hybrid. Toyota has officially lost its mind...

    Andrew_L
    BurnOut
    Is this the resurrection of 1990s-era Pontiac? Where plastic cladding and/or fake air vents are added in the name of trying to make FWD commuter cars "sporty"?


    Ribbed for her pleasure!

    arutherford
    Who is up for a Noah GR?

    ehh not me
    0fxxk0
    BurnOut
    Is this the resurrection of 1990s-era Pontiac? Where plastic cladding and/or fake air vents are added in the name of trying to make FWD commuter cars "sporty"?


    I can't wait to see the Wide-Track GRs!!
    BurnOut
    Is this the resurrection of 1990s-era Pontiac? Where plastic cladding and/or fake air vents are added in the name of trying to make FWD commuter cars "sporty"?
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