Toyota has launched its new GR (Gazoo Racing) sports car series. The G Sports (G’s) conversion car series has until now served as a key component in initiatives to fuel excitement around sports car culture in Japan. Now, Toyota has transformed the G’s series into the GR series, bolstering initiatives to foster a culture of enjoying the company’s cars through the driving experience. There are plans to further enhance the GR vehicle lineup in the future and offer a variety of parts.
In addition, beginning with the Yaris GRMN revealed in Europe in March 2017, Toyota plans to deploy the GR series outside of Japan as well gradually.
Toyota’s new GR series was developed by Gazoo Racing using the knowledge and know-how acquired by motorsport activites. Representing the new GR lineup in Japan are the top-level GRMN, the mid-range GR and the entry-level GR Sport.
As a limited release, the GRMN features a tuned engine, while the mass-produced GR possesses the essence of GRMN. The GR Sport spec is also available for minivans and offers minivan drivers the chance to enjoy a casually sporty driving experience. In addition, aftermarket GR Parts are provided, so ordinary drivers can take pleasure in customising their own cars.
Initially, the GR and GR Sport will be available for the Vitz and the GR Sport will be offered for the Prius PHV, Harrier, Mark X, Voxy and Noah at Toyota dealerships nationwide in Japan. The Vitz GRMN, 86 GR, Aqua GR Sport and Prius α GR Sport models will be added to the lineup at a later time.
In concert with the GR series launch, Toyota will open a series of GR Garage shops as regional bases for Toyota Gazoo Racing, with the aim of bringing the joy of automobiles to a wider range of customers while focusing on sports cars and motor sports. Current Area 86 shops operational across Japan will be rebranded as GR Garage shops with dedicated staff (GR consultants) once certain criteria have been met at designated locations.
GR Toyotas feature a grid-style “Functional Matrix” grille, white paintwork, brake callipers with the GR logo, special emblems, better seats with side supports that securely bolster the driver and passengers, unique interior touches for a sporty feel, and a GR-exclusive start switch for the engine. 
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