#gazoo

Toyota has been exceptionally vocal about its desire to spice up the brand and, for the most part, it has delivered. Expressive, sometimes polarizing, designs have begun populating its lineup as company president Akio Toyoda endlessly talks up the merit of sporting vehicles. While other chief executives focus solely on promoting mobility, he’s discussing the importance of building fun-to-drive cars.

The company’s motorsports group, Gazoo Racing (GR), has even started cranking out tuned versions of the brand’s road cars. However, none of them have made it to North America — nor will they. Despite all of Toyoda’s seemingly earnest talk of performance models, the United States hasn’t seen it manifest into anything tangible.

Considering Toyota also decided not to offer GR models in the U.S., and with cost-cutting measures making the 86 coupe a potential candidate for discontinuation, Akio’s grand vision doesn’t look particularly robust in the West.

Despite having a rich history in motorsports, Toyota is one of the last automakers that springs to mind when you think about present-day performance. But Toyota has been rebranding itself with edgier designs and additional attitude lately. It says it’s ready to bring forth a fully-fledged performance lineup for later this year — perhaps something akin to Lexus’ F cars.

The automaker already offers a performance lineup under its Toyota Racing Development label in North America and Gazoo Racing in Europe and Japan. However TRD has focused largely on off-roading, while Gazoo has trickled in from legitimate racing to develop small G-badged road cars with more moxie and a few extremely limited edition Gazoo Racing Meister of Nurburgring (GRMN) units with engines to match the aggressive visuals.

Toyota promised the world a Yaris hatchback that would valiantly rise above the role of a plain-Jane commuter car, and here it is.

Expected to premiere at the Geneva Motor Show this March, the high performance three-door subcompact borrows inspiration, parts, and probably a name from Toyota’s Gazoo racing division.

As it prepares to return to the World Rally Championship after a 17-year absence, Toyota and its Gazoo racing division just revealed a piece of brain candy for hot hatch lovers.

Making sky-high horsepower from its diminutive four-cylinder, the Toyota Yaris WRC hits the pavement — and dirt and snow — in Monte Carlo next month, but the vehicle itself could spell a less buttoned-down future for the brand.

Toyota is pondering using its Gazoo Racing unit as a performance brand for future road cars, not unlike BMW’s M Division and Mercedes-AMG.

The timing couldn’t be better, as it was really starting to seem like Toyota was intentionally trying to make itself the least-exciting brand in the world. The Supra vanished in North America by 1998, the MR2 followed suit after 2005, the underwhelming seventh generation Celica came and went with no replacement, and Toyota Racing Development seemed unhealthily fixated on the off-roading capabilities of the Tacoma.

Thankfully, it looks like the company is finally coming to its senses.

Toyota CEO Akio Toyoda is a regular Japanese guy: Shy in public, but blogging on his computer every day. Using the handle “Morizou,” he blogs about his love for sports cars and auto racing on Gazoo.com, which he founded in 1998, if Todayonline has it right. Akio Toyoda is also an avid racer. His appearances at the 24 Hours Nürburgring endurance race in a Lexus LFA are legend. He is chickening out!