Toyota announces the return of the MR2 and Celica sports cars and the expansion of the GR brand
Toyota is in the process of revitalizing its sports vehicle lineup, planning the return of the acclaimed MR2 and Celica, while elevating the GR division to become an independent high-performance brand. The announcement reflects a strategic change by the Japanese automaker, highlighting its commitment to models that captivate enthusiasts, as announced on August 14.
Expansion of the GR brand as an independent division
The GR division, equivalent to BMW M and Mercedes-AMG, has its roots in Gazoo Racing, the motorsport team responsible for successful models such as the Toyota GR Yaris, the GR Supra and the GR 86. Currently, the company is expanding its operations with the ambition of rebuilding itself as an independent brand, rivaling in status with Lexus and Century within the conglomerate.
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The first models to exclusively bear the “GR” badge will be the new GT supercar and its racing version, the GT3. The future plan includes expanding the line to include entry-level models, consolidating a vast family of sports cars with different price ranges. This initiative is part of a larger effort to actively develop enthusiast-focused vehicles.
MR2 and Celica: the return of classics and prototypes in testing
Still under the umbrella of driving automotive passion, Toyota is developing a prototype of the MR2, a mid-engine two-seater sports car. This model, which is expected to be equipped with a 600 hp four-cylinder turbo engine, is already competing in a national championship in Japan, serving as a test platform.
The iconic Celica is also in the planning stages to return to the market. There are expectations that it will serve as the basis for Toyota’s next vehicle in the World Rally Championship (WRC), reinforcing the brand’s connection with its motorsport roots.
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Akio Toyoda’s vision for a new era for the automaker
Toyota President Akio Toyoda, known for being an avid racing driver, has been the main driver of this transformation. Its motto “I will never make boring cars again” guides the company’s current philosophy, which demonstrates a special commitment to high-performance models equipped with internal combustion engines.
This stance contrasts significantly with the automaker’s previous strategy, focused primarily on sales volume. The development of the new GR sports cars takes place in parallel with Gazoo Racing’s activities in motorsport, highlighting the integration between competitions and the production of vehicles for the streets.
Changing mindset: prioritizing brand image
Tomoya Takahashi, president of Toyota’s motorsport division, said these changes reflect a new corporate mindset. According to him, the company now prioritizes niche models that enhance the brand’s image, to the detriment of pure commercial relevance.
- In the 2000s, Toyota followed a “Global Master Plan” that turned it into a company focused solely on profitable cars.
- Mid-engined models, such as the MR2, were discontinued because they did not generate large sales volumes.
- Akio Toyoda’s leadership has made Toyota more receptive to challenges and projects that would previously have been considered “unthinkable”, such as testing prototypes in races with the president himself behind the wheel.
Takahashi explained that through these efforts, Toyota intends to convey a strong commitment to continuing automobile manufacturing, using motorsport as a central pillar.
