The GR badge wants to alter the reputation of the Corolla and Prius.
While the Toyota Prius has a reputation for being a laughing stock to some, the nameplate is quite successful. Not only did it lead the Japanese automaker's initiative to champion hybrid technology in the industry, but it has also become a volume-seller for the brand.
Toyota Chairman and former President Akio Toyoda has admitted that integrating the Gazoo Racing (GR) badge takes the reputation of its sedated daily cars like the Prius and Corolla up a notch. Autocar reported that the automaker's performance division will play a critical role in reinvigorating perceptions of the said models.
Of course, Toyoda was talking about the Prius 24h Le Mans Centennial GR Edition, a track-ready hybrid concept car.
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The concept car is 3.54 inches longer, 1.97 inches wider, and 1.18 inches wider than the standard Prius. Aero upgrades such as side skirts, front canards, rear bumper ducts, a large carbon fiber rear wing, and a rear diffuser were also installed.
Toyota built this concept to change the perceptions of many customers on the nameplate with its sexy styling and track-ready specifications.
This same principle is said to be applied to the GR version of the Toyota Corolla. As one of the best-selling cars of all time, the GR-badged Corolla can bring a sense of exclusivity with its rally-inspired hatch aesthetics and 300-horsepower 1.6-liter three-cylinder turbo engine.
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Toyota is selling the GR Corolla in the US with a starting price of $35,900.
“GR has the power to push up the product price and add a new attractiveness for these nameplates. What we are doing is a rebranding of these long-selling vehicles,” said Toyoda.
Part of the GR badge-enhancing factor is probably the automaker's success in motorsports. Over at the World Rally Championship (WRC), Toyota has six constructors' championship titles, including winning the 2018, 2021, and most recent 2022 seasons.
Toyota Gazoo Racing is also the team to beat at the FIA World Endurance Racing (WEC), currently the champions for four consecutive seasons.
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Keyword: GR Badge Makes Boring Cars Like Toyota Prius And Corolla More Exciting, Admits Chairman Toyoda