The Toyota GR will play a crucial role in reinvigorating the reputation of its long-standing models, including the Prius and Corolla, according to Toyota Chairman Akio Toyoda in an interview with Autocar.

Toyoda emphasized the power of motorsport in enhancing desirability and profitability. He specifically mentioned the Prius 24h Le Mans Centennial GR Edition, a special edition Prius inspired by racing and designed to commemorate the hybrid technology that helped the car win five races between 2018 and 2022.

Toyoda explained how the Prius became an iconic nameplate by pioneering hybrid technology and breaking the mold of traditional class segments. However, to approach the Prius from a different angle, Toyota decided to create a motorsport-inspired version of the vehicle.

A similar approach applies to the Corolla. While many people associate it with a mass-produced sedan loved by the public, Toyoda drove a hydrogen engine-powered Corolla at Le Mans. Additionally, the GR Corolla is priced significantly higher than the standard model, adding a new level of appeal to the nameplate.

The GR branding has the potential to push up the price of these vehicles and bring a fresh attractiveness to these long-standing models, according to Toyoda. Essentially, Toyota’s strategy involves rebranding these popular vehicles.

The Prius 24h Le Mans Centennial GR Edition is 90mm longer, 50mm wider, and sits 30mm lower than the standard model. It also features widened front and rear tracks by 40mm. The edition showcases mini-inverters mounted directly onto the electric motor, as well as silicon carbide semiconductors and improved cooling.