The Growing Demand for SUVs and Toyota’s Response
In today’s automotive market, SUVs have become increasingly popular, with more and more people opting for these versatile and spacious vehicles. This surge in demand has left some automakers without an SUV in their lineup feeling the pressure to adapt. Toyota’s performance brand, Gazoo Racing (GR), is the latest to acknowledge this shift and consider venturing into the realm of family haulers.
Up until now, the GR brand has focused primarily on sporty cars such as the GR86, GR Corolla, GR Supra, and GR Yaris. However, GR Chief Tomoya Takahashi recently expressed the need to expand the GR brand into the SUV segment. In an interview with Australian outlet Drive, Takahashi stated, “To expand the GR brand, maybe [SUVs] are needed as well.” Despite his cautious tone, indicating that he may not be fully on board with the idea, Takahashi recognized the potential for growth by saying, “In the future, my individual point of view, we need a GR SUV.”
Interestingly, while Toyota has yet to introduce a GR SUV globally, it has already made strides in other markets. In Europe and Australia, Toyota uses the GR Sport moniker on certain trucks and SUVs like the Hilux, RAV4, and C-HR. For instance, the RAV4 GR Sport undergoes cosmetic enhancements such as tweaks to the front fascia, special colors, discreet badging, and a set of 19-inch GR Sport wheels. This approach has been successful thus far and could easily be replicated in the United States if Toyota is willing to invest the necessary resources.
However, breaking through the perception that Toyota is primarily known for reliable but unexciting vehicles may require a more focused effort. Takahashi pointed out that GR has “limited resources,” emphasizing the need for strategic decision-making. One potential avenue for GR to explore could be the truck segment. Toyota could consider launching a limited-edition version of a GR Tacoma, either as a street truck or a rugged off-road variant inspired by the legendary Ivan “Ironman” Stewart desert racer. This move would allow GR to test the waters and gauge consumer interest while avoiding overlap with Toyota’s existing TRD lineup.
While Toyota continues to contemplate its entry into the SUV market, the GR brand is still expected to make waves with its upcoming releases. Rumors suggest that a GRMN Supra, featuring an engine sourced from BMW’s renowned M division, will hit the market next year. This performance-oriented addition to the GR lineup demonstrates Toyota’s commitment to delivering thrilling driving experiences across various segments.
In conclusion, Toyota’s recognition of the growing demand for SUVs highlights the need for automakers to adapt to changing consumer preferences. While GR has primarily focused on sporty cars, the possibility of introducing a GR SUV is now being seriously considered. Toyota’s success in other markets with the GR Sport moniker indicates that a similar approach could be fruitful in the United States. By strategically expanding its lineup and capitalizing on existing models like the Tacoma, GR has the potential to cater to both performance enthusiasts and SUV lovers alike. Ultimately, consumers can expect even more exciting offerings from Toyota’s performance brand in the near future.
