Toyota New Zealand launches GR as a dedicated performance brand

Toyota New Zealand has re-launched its sub-brand Gazoo Racing (GR) as a standalone performance offering. 

It now forms part of the larger family tree which includes Toyota (Mobility), Lexus (Discover), and GR (Performance).

Toyota New Zealand is hoping to build on the community of enthusiasts it has with the launch of GR as its own brand. 

Toyota New Zealand Chief Strategic Officer and GR Meister, Andrew Davis, says the GR culture is a big part of this move.

“When you own a GR, you’re not just buying a car. You’re joining a community of people who love driving and enjoy learning, improving and sharing that passion with others. 

“New Zealanders love driving. Whether it’s rallying, club motorsport, track days or just getting out on a great road for the weekend, that passion is already here. GAZOO Racing gives people another way to be part of it.”

At a recent event held by Toyota New Zealand, it was explained how GR cars find their beginnings in motorsport, and are moulded for the road. 

“Every GR vehicle exists because it was tested, challenged and refined in competition,” Davis said.

“That’s the philosophy behind GAZOO Racing and the reason every GR carries genuine motorsport DNA. Motorsport doesn’t sit alongside our road cars – it helps create them.”

At the time of this announcement, Toyota’s local GR range is more expansive than ever, with the Yaris, Corolla and 86 at the top of the tree. 

GR learnings have also trickled down through Toyota’s less hardcore models, including the new RAV4, the Corolla Cross, the Yaris Cross, the Land Cruiser, and even the Hilux. 

While these ‘GR Sport’ models aren’t as dedicated to performance as the pure GR models, you can still feel their performance DNA in the way they drive; most notably in the RAV4. 

Though Toyota doesn’t have any plans just yet to sell its GR cars through dedicated dealerships, despite this brand separation, it is serious about Gazoo.

“Over the next 12 months, Toyota New Zealand will work closely with its Store network and GR customers to bring the brand to life across the country. 

“This includes creating new opportunities to experience GR products, developing specialist GR expertise across the Toyota network, and giving owners greater confidence to personalise, maintain and get the most from their vehicle through genuine parts, expert support and shared experiences,” concluded Davis.