If your goal is to increase sales in the automotive industry, especially when SUVs are in high demand, it may be time to consider adding an SUV to your lineup. Gazoo Racing, Toyota’s go-fast brand, is recognizing this trend and is contemplating entering the SUV market. Up until now, the GR brand has been focused on high-performance cars like the GR86, GR Corolla, GR Supra, and GR Yaris. However, GR chief Tomoya Takahashi has hinted at the possibility of expanding into the SUV segment, stating that “maybe [SUVs] are needed as well.”
In some markets, such as Europe and Australia, Gazoo Racing has already dipped its toes into the SUV market by introducing the GR Sport moniker on trucks and SUVs like the Hilux, RAV4, and C-HR. The RAV4 GR Sport, for example, features cosmetic enhancements like tweaks to the front fascia, special colors, unique badging, and stylish 19-inch GR Sport wheels.
While breaking into the SUV market in the U.S. may pose challenges, the success of this strategy lies in the automaker’s dedication and focus. Considering GR’s “limited resources,” it is essential to strategically target the right audience. Perhaps starting with a limited-edition version of a GR Tacoma, tailored for street or off-road performance, could gauge consumer interest without overshadowing Toyota’s TRD lineup.
Looking ahead, Gazoo Racing is not only exploring SUV options but is also rumored to be working on a high-performance GRMN Supra with an engine from BMW’s M division, anticipated to hit the market next year. As the automotive industry continues to evolve, embracing new trends and opportunities, such as SUVs, will be crucial for staying competitive and meeting customer demand. Stay updated on the latest developments in the automotive sector for more insights and innovation.
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