by Preparing Lexus Dealers to Sell the Supercar
For many years, Toyota has hinted at the release of a new supercar. Last year, the company showed prototypes of the new Lexus LFA and the new GR GT. However, no one knew that a special base for preparation had been secretly built in Texas. It housed some of the brand’s most important racing cars in its entire history. Today, it is precisely at this location that Toyota is training Lexus dealers to drive, price, and sell its most ambitious sports models.
The Secret GR Experience Center in Texas
The automaker built a 36,000-square-foot “GR Experience Center” 20 miles from its headquarters in Plano, Texas. Its main goal was to prepare Lexus dealers to sell the new sports brand. For several months, the building had no external branding, and inside, a Toyota GR GT prototype was secretly stored.
More than 100 Lexus dealers have already taken the first step towards selling Toyota’s new GR brand. This is not a simple commitment, as each dealership will need to allocate a special area specifically adapted for GR models.
What’s Inside the Center
Inside, Toyota created something between a private racing museum and a driver training center. The central exhibit is the GR GT itself — the supercar expected in the USA in 2027. It will have at least 641 horsepower and 850 Nm of torque thanks to a bi-turbo 4.0-liter V8 engine and an electric motor. The estimated price will exceed $200,000.
Surrounding it are Toyota’s most important sports cars, including two Lexus LFAs, a 1967 Toyota 2000GT, Ivan Stewart’s winning Baja 1000 pickup, and the 2003 Indy 500 winner from Team Penske. Racing engines hang on the walls, a slot car track descends from the ceiling, and there is also a small cinema dedicated to Toyota’s racing history.
The GR Academy and Future Plans
Toyota is also building a separate GR Academy at Eagles Canyon Raceway. There, dealers, and later customers, will be able to learn to drive GR models on the track, autocross courses, and even rally stages. This academy, located an hour’s drive from the GR Center, will become the ideal place to demonstrate the brand’s capabilities both statically and in motion.
The Seriousness of Toyota’s Intentions
It is obvious that the focus is not on the mass consumer, but on those who have the means to purchase a very fast and unique car. This new initiative shows how far Toyota is willing to go to make this project successful. This is significant progress compared to the failed marketing of the Lexus LFA. It seems the brand has learned lessons from that experience.
Interestingly, this approach to dealer preparation could become a new trend in the automotive industry, especially for premium and exclusive models. Investments in dealer education and the creation of specialized experience centers emphasize that selling high-performance cars requires not only having the product but also a deep understanding of its value and capabilities. The success of the GR GT could significantly influence the perception of Toyota as a manufacturer of not only reliable but also emotional, technologically advanced sports cars, opening a new chapter in the brand’s history.
