Toyota reveals new hot GR series sub brand

Japanese market set to be flooded with sporty new Toyotas, and UK equivalent is under consideration

Toyota has revealed plans to create a hot new GR sub-brand, with a vast rollout of new products for the firm’s home Japanese market detailed.

While the new GR series models outlined so far are for Japan only, Toyota has said it plans to sell GR series cars outside its home market eventually. Auto Express understands that the UK market is a destination for the new brand, but Brits will get a different setup and selection, which is currently not finalised. 

Best hot hatchbacks on sale 2017

However, the first car destined for the UK under the strategy was on show at the Frankfurt Motor Show last week in the form of the 210bhp+ Yaris GRMN.

Under the Japanese strategy, the new hot Yaris arrives with its native Vitz name under the range topping GRMN badging, which will be reserved for cars with the highest level of performance thanks to uprated power outputs and new mechanical components.

GR series vehicles will boast sporty exterior and interior tweaks plus one or two minor mechanical changes, mainly limited to new suspension setups as seen on the GT 86 GR. GR Sport trim applies to cars not typically associated with high-performance, such as the Prius, which is set to receive a number of hot new additions including modified suspension and eye-catching sporty looks in Japan.

Toyota will begin to release the GR series cars in Japan later this year, with the Yaris GRMN on sale in Spring 2018. No timeline for outside markets such as the UK has been revealed just yet.

What do you make of the new GR sub-brand? Let us know your thoughts in the comments... 

Recommended

Toyota gives industry a lift with free THUMS crash test software
Toyota

Toyota gives industry a lift with free THUMS crash test software

Japanese manufacturer wants any company to be able to benefit from its human crash modelling software in the interests of safety
16 Jun 2020
Toyota latest car maker to suspend production over coronavirus
Toyota logo
Toyota

Toyota latest car maker to suspend production over coronavirus

In a bid to help contain coronavirus, Toyota has closed factories across Europe
27 Mar 2020
Subaru mysterious new concept electric SUV
Subaru EV concept
Subaru

Subaru mysterious new concept electric SUV

Subaru has revealed an unnamed concept SUV, which could be based on the brand’s forthcoming all-electric underpinnings
24 Jan 2020

Most Popular

Energy firms want the right to switch off electric cars charging at home
Electric cars

Energy firms want the right to switch off electric cars charging at home

New powers being sought to allow energy providers to turn off high-drain devices to manage electricity network
18 Sep 2020
How green are electric cars? Polestar data shows ICE trailing EV
News

How green are electric cars? Polestar data shows ICE trailing EV

Electric car maker reveals whole-life CO2 emissions of the Polestar 2 are better than a petrol XC40 - but EV is only 14% cleaner with global energy mi…
17 Sep 2020
New Rolls-Royce Ghost 2020 review
Rolls-Royce Ghost

New Rolls-Royce Ghost 2020 review

The all-new luxury Rolls-Royce Ghost saloon brings new levels of refinement
18 Sep 2020