Toyota is poised to relaunch the MR2 and Celica as part of its transformation of the GR sporting arm into a full stand-alone performance brand.
The GR division is effectively Toyota's equivalent of BMW M or Mercedes-AMG and has its roots in the Gazoo Racing motorsport outfit that created Toyota's most recent crop of sports cars: the GR Yaris, GR Supra and GR 86. It is now being expanded and turned into its own brand, joining Lexus and the Japan-only Daihatsu and Century in Toyota's portfolio.
The new GR GT supercar and its racing GT3 sibling are the first models to be branded purely with GR badges. With the GR 86 and GR Supra now off sale and the GR Yaris set to follow suit before long, the supercars will be the only models in the GR range when they are launched next year.
But plans are fast progressing to expand the line-up at the bottom end and create a family of dedicated sports cars at a range of price points in a segment rivals are exiting en masse.
It's all part of a wider initiative to embrace more enthusiast-focused models under the guidance of company chairman and keen racer Akio Toyoda, who has long made clear his "no more boring cars" mantra and commitment to performance models - particularly those powered by combustion.
GR's new sports cars are being developed in parallel with Gazoo Racing's motorsport activities. The Celica is expected to be the basis for Toyota's next World Rally Championship challenger and the mid-engined MR2 is being developed in plain sight, with a development mule actively competing in one of Japan's biggest race series.

Tomoya Takahashi, president of Toyota's motorsport division, said the move indicates a shift in the company's mindset that places more emphasis on niche models that play a halo role, rather than one of particular commercial significance.
Speaking about the GR Yaris M concept being used to develop the MR2, he said: "In the 2000s, we had what was known as the 'global master plan' and Toyota had become a company that only built cars that made money. Since midship models don't sell in large numbers, they naturally fell by the wayside.
"If we were the old Toyota, I think the response to this project would have been: 'What are you talking about? Forget it!' But under chairman Akio Toyoda's presidency, the company came to embrace new challenges.
"In the past, a newly built car would never have been driven like this and I don't think you would have seen a vehicle at this stage of completion entered in a race, with 'Master Driver' Akio Toyoda behind the wheel testing it out.





