Toyota has been on a roll since launching its GR brand several years ago. Thanks to current president Akio Toyoda, Toyota gave birth to the fan-filled Gazoo Racing, ushering in a new era of dynamic sportiness. But a big new leader is taking over the Japanese automaker, signaling changes in its overall strategy. Interestingly, though, this new boss is likely to keep the GR brand alive.
The Japanese automaker, however, took everyone by surprise when it announced that Toyoda was leaving the company’s top position. It was a surprise, as Toyoda is riding a huge wave, especially when it comes to revitalizing the company’s line of vehicles. reliable cars. He’s been very active lately, especially with his GR pet brand.
Toyoda, however, resigns, with a solid successor in the person of Koji Sato. This sudden change at the helm had many Toyota fans and enthusiasts worried about the future of the GR brand and its offerings including the GR Supra, GR 86, GR Yaris and the stunning GR Corolla. However, there seems to be very little to worry about as the new Toyota boss is very likely to keep the GR brand.
Akio Toyoda resigns leaving a GR legacy
Akio Toyoda is the grandson of Toyota founder Kiichiro Toyota. His father, Shoichiro, was the honorary chairman of Toyota until his recent demise. Now 66, Akio took over as chairman of the automaker in 2009, at a time when the company was suffering from a global financial crisis. He was 53 at the time.
Two years before becoming Toyota’s top boss, Akio established Gazoo Racing together with master driver Hiromu Naruse. Haruse was the main test driver for the Lexus LFA supercar. Team Gazoo was a regular feature at the Nürburgring 24 Hours, with Akio actively participating as one of the drivers under the name “Morizo”.
When Akio became Toyota’s best in 2009, he continued Gazoo Racing’s operations and even expanded its reach. In 2015, Gazoo Racing incorporated the racing activities of the Toyota and Lexus brands. During these years, Toyota had an apparent lack of dynamic road cars; most of their vehicles were reliable but lacked a sense of sportiness.
Under Akio, Gazoo Racing contributed heavily to the development of new cars, simply providing race data and feedback to the road cars. Finally, Toyota created the GR brand and in 2019 presented the brand’s first offering: the GR Supra. The GR Yaris soon followed, and the Toyota 86 got the treatment in 2021. The GR Corolla joined the lineup in 2022.
Koji Sato shares Akio Toyoda’s love of cars and racing
As of April 1, 2023, Akio Toyoda will step down in favor of 53-year-old Koji Sato. In making the announcement, Akio noted that they should place younger people in the right jobs, so they can determine the answer to future mobility. The statement makes a lot of sense and speculation, such as the changing of the guard is due to Toyoda’s partial aversion to electric vehicles.
Akio is clearly leaving behind a legacy that made it popular among Toyota’s sporty and die-hard customers. His love for cars made it all happen. The GR Supra, GR Yaris, GR 86 and GR Corolla are strong vehicles that put Toyota back on the map. It would be a huge waste if Akio’s successor didn’t follow suit. Giving up the popular GR brand to make way for another set of vehicles is not really a sound strategy for the future.
An avid fan and owner of the iconic JDM AE86, Sato is not someone who would easily give in to the GR brand. After all, he likes cars as much as Akio. While Akio loves driving cars as a master driver, Sato loves making cars as an engineer. Also, while the incoming Toyota boss is currently Lexus’ top man, he also serves as chairman of Gazoo Racing. This implies that, despite changes in leadership roles at Toyota, the GR brand can live on.
Toyota will focus more on electric vehicles without leaving other cars behind
Akio Toyoda was liked by die-hard sports fans and customers. But he wasn’t interested in pushing Toyota into the world of electric vehicles. He believes that hybrids and hydrogen vehicles make a better case than pure electric vehicles, which makes him opt for a multi-pronged approach. Although Akio has now included electric vehicles in his vision, Toyota’s arrival on the scene seems so late.
Under Sato, Toyota wants to become a mobility company that works on three keys: electrification, intelligence and diversification. The company will adopt a BEV-first mentality, aiming to deliver attractive electric vehicles to more customers. However, electric vehicles will remain one of the routes that Toyota has identified to achieve carbon neutrality.
Toyota has pledged not to leave other cars behind in its quest for a carbon-neutral future. The automaker recently demonstrated this with two carbon-neutral Toyota AE86 restomods, an EV and a hydrogen engine, at the 2023 Tokyo Motor Show. GR vehicles can take similar paths, which would ensure survival of the brand under new leadership.
Source: Toyota
