Toyota to Launch New Sporty Sub-Brand in September

Toyota is known for its models like the Corolla and the Yaris which are dependable but are considered “boring”. The Japanese car manufacturer looks like it is headed to transform this image with a new line of sporty or performance oriented variants. Toyota has said that it is planning to launch what it calls a “new sports car series” at a special event in Japan in September. Like the F Division of the company’s luxury brand, Lexus, the new sub-brand will be a standalone sub-brand.

According to a report in the Automotive News, the new sub-brand will be launched in the Japanese market and it is not clear if the sub-brand will be a part of the company’s marketing plans for other key markets across the globe.

Probably, as part of its efforts to ramp up its performance image, Toyota had launched the GRMN (Gazoo Racing Masters of Nürburgring) sub-brand earlier in 2017. The first model of the GRMN sub-brand is the Yaris GRMN which had a prominent rear spoiler and a supercharged engine. This model is positioned as a supercharged subcompact which will compete with models like the Volkswagen Polo GTI and the Ford Fiesta ST in the European market. The model’s design has been inspired by that of the Toyota Yaris WRC model.

When it comes to the North American and the Middle East market, Toyota has the TRD (Toyota Racing Development) sub-brand when it comes to the performance aspect.

It is believed that Toyota’s forthcoming model, the Supra will belong to the new performance sub-brand. Two other sports cars are also likely to be part of the sub-brand, with one being the 86, and the second one being a smaller model inspired by the S-FR Concept that debuted in 2015.

Toyota is likely to reveal more details about the new sub-brand at the Tokyo Motor Show which is scheduled to be held in October. With the debut of the new range, we can expect models like the Yaris, Corolla and the Camry to get some interesting modifications to the suspension and the trim.