by Separation from the Parent Company
Toyota’s high-performance vehicle division is finally emerging from under the corporate wing. What was once an internal motorsport project is now officially becoming a standalone brand. Toyota Gazoo Racing is dropping the Toyota name and will be called simply Gazoo Racing, or GR for short. This step was widely anticipated after the debut of the GR GT supercar.
Here are the key points of this change:
Structural Changes and Positioning
What began as a racing sub-brand has gradually transformed into a separate high-performance division with its own production lineup. Structurally, Gazoo Racing now sits above the economy-focused Daihatsu and the main Toyota brand, but still below the premium Lexus marque and the flagship Century in terms of both positioning and price.
New Identity and Familiar Goals
Toyota states that the rebranding is part of a return to Gazoo Racing’s roots, aimed at optimizing the connection between motorsport engineering and road car development. At the same time, this step is seen as a way to accelerate talent development and create a more direct flow of technologies between the track and the road.
Despite the changes, Gazoo Racing will continue to manage customer racing programs, rally entries, and the production of sports road cars. More specialized areas, such as factory endurance racing, are being separated into a distinct operation called Toyota Racing.
First Models Under the New Brand
The first model to completely leave behind the Toyota badge will be the GR GT supercar. Work is also underway on a racing version of this car, planned for participation in GT3 series. The updated branding is expected to be extended to future versions of the hot hatchbacks GR Yaris and GR Corolla, as well as to future replacements for the GR86 and GR Supra sports cars.
New Models on the Horizon
In addition to the already mentioned cars, Toyota has officially confirmed that a new GR Celica is already on the way, marking the return of a nameplate not used for two decades. Meanwhile, recent trademark activity and teaser campaigns have fueled rumors about an all-new GR MR2, which is reportedly set to have a mid-engine layout.
According to Toyota, the full “logo transition” will be implemented gradually, with the completion of the target process scheduled for January 2027. This timeline gives the company enough time to roll out updates, facelifts, and refreshed model years that will replace the Toyota emblem with the more prominent GR badge across the lineup.
This strategic move to separate Gazoo Racing could have far-reaching consequences for the automotive industry. Creating a separate brand focused exclusively on performance and motorsport allows for the concentration of resources and innovations without the constraints that may be imposed by mainstream mass production. This is reminiscent of similar success stories from other manufacturers, where racing divisions grew into iconic marques. The transition phase until 2027 makes it clear that the company is betting on long-term image building and fan loyalty, rather than quick changes. The success of this initiative will largely depend on whether new models like the GR Celica and MR2 can recapture the magic of their predecessors and offer something truly unique in the crowded sports car market.
