Toyota Will Launch Racing-Inspired GR Division

The Toyota Motor Corporation has long been seen as that company that best epitomizes the word beige, or bland, or boring. That’s not to say that it hasn’t built some amazing cars and trucks, but these are comfortable, reliable, and safe. This is good when you want to attract an older demographic but if you need to go after the younger one, you need to have a slightly more edgy look and feel. Well, it looks like the company has been listening and is now set to ramp up its style game with a whole new series of vehicles under the “GR” banner.

GR stands for Gazoo Racing, a small company that lives within Toyota as a separate entity focused on sports car design, planning, and production. It is staffed with its own independent team of engineers and designers. The first products to come out of the new division will be an offshoot of the Prius plug-in and the Vitz subcompact with a view to grow out the line in the near future. The company hopes that this new infusion of street appeal will start to attract a younger buying demographic. They will be looking to unveil a brand-new concept of the Toyota Supra at the Tokyo Motor Show in October.