Toyota poised to launch high-performance sub-brand

Toyota poised to launch high-performance sub-brand

A high-performance Toyota sub-brand will be launched next year and the first car released under it will be the all-new Supra. 

Toyota is all set to launch an all-new performance sub-brand that will give Renault Sport and Volkswagen’s GTI a run for their money.

According to, Toyota will announce the new sports car division as early as next month at an event in Japan.

Apparently, the decision to create the new high-performance sub-brand was taken because Toyota wants to make cars that are more “emotional and aspirational” rather than “reliable and utilitarian”.

It is thought that the new global performance division will also help bring together Toyota’s existing sports arms, like Toyota Racing Development (TRD), which has already successfully garnered respect from performance-car fans in the US.

However, it is still not known at this stage whether vehicles produced under the new performance sub-brand will be offered outside of Japan.

We’ve already seen a glimpse of what Toyota can do when it puts its mind to creating performance-oriented cars. Earlier this year, Toyota showed off a GRMN (Gazoo Racing tuned by the Meister of Nurburgring) version of the Yaris (shown above).

Powered by a supercharged 1.8-litre four-cylinder engine developing more than 155kW of power, the tiny hot hatch is front-wheel drive with a six-speed manual transmission.

It also features a Torsen Limited Slip Differential and 17-inch wheels. On the inside, there are heavily-bolstered front seats, a race-style metal gear shifter and some special badging.

If reports right now are to be believed, the first car released under the new sub-brand will be the Toyota Supra successor early next year.

Exciting times ahead for Toyota and fans of performance cars…

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