Toyota is attempting to morph itself into an edgier, bolder, and sexier brand — to varying degrees of success. However, much of the company’s makeover has been purely cosmetic. The exception is Gazoo Racing, the automaker’s motorsport division and new in-house performance arm behind Toyota’s GR-series passenger cars.
Interestingly, Gazoo literally means “image” in Japanese and some of the upgraded models have been about little else. Still, some of the limited edition cars look like hoonable maniacs when compared to the base unit. The supercharged Yaris GRMN (Gazoo Racing Masters of Nürburgring) with over 200 horsepower is a prime example.
Aiming to go more mainstream, Toyota has decided to unfurl a range of GR and GR Sport models that won’t be handicapped by limited production numbers. Among them is the bewildering Prius Prime GR Sport, a hot hatch variant of the economy-minded hybrid. Toyota has officially lost its mind.
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- ToolGuy Here is a slightly more expensive one.
- Golden2husky One, for $150K I see way better options, albiet on a smaller scale. Two, when will the stupid trend of massive rims go away? I struggle to buy premium tires for my older rides because manufacturers don't make their best tires in normal sizes anymore...
- Dukeisduke I can remember when you could get a running one for $500. I don't think this one is worth anywhere near $5500.
- Dukeisduke "No one, but no one, needs a 2023 Cadillac Escalade V-Series."As Tom Hnatiw (RIP, Tom) used to say, you've got ask yourself a question - do you need a car like this? Do you want a car like this?In my case it's no, and yes.
- Analoggrotto Maybe he's hoping to catch a glimpse of Mary Barra's radiant hotness while in the neighborhood. That's what I'd be after.