Toyota Positioning New GR Brand To Rival Mercedes AMG, BMW M, And Audi RS

Toyota has launched a new global high-performance sub-brand that is set to rival BMW’s M Division, Mercedes’ AMG and Audi’s RS editions, claim company insiders.

Known simply as GR – which stands for Gazoo Racing – Toyota’s new performance division will roll out globally over the next few years, and will appear on most new Toyotas. The first of these to reach the UK is the new Yaris GRMN. ?

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MDarringer - 1/13/2018 12:42:11 PM

0 Boost

First TuRD and now GRrrr.

Toyota is in danger of becoming the new GM. It already has Toyota, Lexus, and Daihatsu. Subaru and Mazda are under its wing. And now a new GR brand.

Here's a thought: Toyota could actually DO performance cars as--wait for it--Toyota.

cidflekken - 1/13/2018 2:26:36 PM

+5 Boost

Challenge AMG and M? So......where does that leave the "F" cars for Lexus. And what is this GR brand going to bring to the table to challenge, say, a C63S or M4? Of course! A Yaris!! Seriously?

I want to see where Toyota execs are quoted as stating GR is meant to rival AMG/M. Otherwise, the author of this article is just ridiculous. Maybe the GR brand will take on cars like the Civic Type-R and the "N" cars from Hyundai (not that we even know what those will be), but not the Germans.

ricks0me - 1/13/2018 7:48:09 PM

+1 Boost

Here's a thought: Toyota could actually DO performance cars as--wait for it--Toyota.

MD - very well said. Just because other mfgs. have alphabet soup names, does not mean Toyota has to follow. They should trade of off their name.

qwertyfla1 - 1/14/2018 12:56:08 PM

+2 Boost

What kind of car is that Mr.?

It's a Gazoo!

The stupid name alone will kill potential sales. What were they thinking?

MDarringer - 1/14/2018 2:18:20 PM

+1 Boost

There is also the cartoon character...