
Rapidly expanding its performance-oriented Gazoo Racing (GR) brand, Toyota has launched a “first-of-its-kind” GR Zone dealership in South Africa located in Bedfordview, Gauteng.
“This pilot programme aims to bring the ‘world of GR’ to fans’ backyard and build on the racing success achieved by Toyota Gazoo Racing on a global scale in formulas such as Rally Raid, Dakar, WRC, WEC, GTC, and local Rally championships,” said Toyota South Africa.
“The aim is to continue to grow GR as an iconic, global performance brand and provide customers with a tailored performance motoring experience.”
For enthusiasts who would like to experience the new GR Zone in person, the dealer is hosting an open day on Saturday, 6 May at Motus Bedfordview that “promises to be a fun-filled day for petrolheads,” it said.
A variety of GR models will be on display alongside official TGR race machinery, as well as 86 and GR Supra car clubs plus more.
Bringing fans closer to the GR brand
The purpose of the new GR Zone is to allow fans a “one-stop-shop” to experience the Gazoo Racing brand in their area, as the vehicles with GR badges aren’t exactly the typical Toyotas you see driving around on the streets.
These dealerships feature bespoke shop fitment, a merchandise area, digital features, and a “race-like environment” – and will be identifiable from the outside through unique GR signage.
Additionally, GR Zone shops will host specially-trained technical and sales personnel to support potential customers and provide an interactive space where guests can engage with the GR product line and brand.
GR Pyramid
Toyota is actively working on establishing the “GR Pyramid” which consists of four tiers, each with its own GR-aligned enhancements.
The first tier is GR Parts which allows customers to add a bit of stylistic flair to their standard Toyota vehicles.
The second tier is more athletic versions of the normal models that are built at the factory and gain a GR-Sport (GR-S) badge.
Currently, there are three GR-S vehicles on offer in South Africa comprising the Corolla Cross GR-S, the Hilux GR-S, and the Land Cruiser 300 GR-S, each featuring sportier styling and enhanced underpinnings for better handling over their standard counterparts – whereas the Hilux is also the only GR-S nameplate with a bump in power over the bakkie it’s based on.
The third tier is bespoke GR cars taking the form of the GR86, GR Supra, and GR Yaris, which aim to sit at the top of their respective categories in terms of all-out power and performance.
Later this month, the GR Corolla is also due to make its domestic debut, taking the GR portfolio to a total of seven offerings.
The fourth and final tier is GRMN – short for Gazoo Racing tuned by Masters of Nurburgring – which represents the pinnacle of performance tuning from Toyota, and thus far only the Yaris has been revealed in GRMN guise.
Currently, tiers one and four are still being investigated for South Africa, however, tiers two and three are already here in full force.
Join the discussion