Rumour is that Toyota has something rather exciting to announce in September, probably at the Frankfurt Motor Show, and it’s got something to do with their somewhat disparate performance divisions. In fact, the crux of the speculation surrounds the Japanese automotive giant introducing a new sub-brand, focusing their motorsport, sports, and perhaps forthcoming high performance models.
Through their luxury subsidiary Lexus, Toyota does have some experience in creating a distinctive sports ‘brand within a brand’, with faster and more dynamically endowed variants are attached to the Lexus ‘F’ moniker, but even here there are inconsistencies. While halo models such as the LFA as well as V8-powered versions of their IS (IS F) and GS (GS F) sedans exist, dedicated sports models such as the LC and RC aren’t always guaranteed a full ‘F’ range-topper.
First on the list of members to be included under the umbrella of this new sports division is the hot little Yaris variant, the ‘Angry Birds’ GRMN first seen in March, leading some to believe that that will be the name of this as-yet unannounced sub-brand, which stands roughly for “Gazoo Racing Masters of the Nurburgring” in honour of their enduring participation in the arduous 24H race held there. As convoluted and imbued with comic value as that name may be, its acronym is easy enough to remember.
After all, Toyota has a history of favouring such naming methods, as demonstrated by its intermittently used Toyota Racing Development (TRD). The second member of this new sub-brand could be far more influential as it’s likely to the be new Supra, and will give the new division a weight and degree of respect well beyond the hot Yaris. The highly regarded 86 is another possible candidate.
This, together with the observable fact that Toyota is actively injecting more drama and emotionality to their vehicle designs and driving characteristics, points to a shift in positioning the company is undertaking. Other automakers, particularly those also from Japan, have also been using this added focus on dynamics and design to improve their stature in the eyes of buyers. By comparison, Toyota’s safe and sedate philosophy has denied them important steps forward in customer retention, especially among a younger base.
Time was that Toyota would be fairly well known as marque associated with motorsports and high performance; its 2000GT became a movie icon as did the Supra which, though that was preceded by its status as a legend in tuning circles, and its Celica was a force to be reckoned with in the World Rally Championship. In other arenas, Toyota had a quite an impressive stint as a Formula 1 team and currently competes in the Le Mans 24 Hours and other prestigious endurance events.
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