GR & TRD brands can coexist: Toyota

MANILA: We have all seen the likes of the 4Runner, Tacoma, and Tacoma off-road variants gain a good amount of attraction and sales figures in the U.S. over time. So much so that the TRD, or shall we call it the Toyota Racing Development is now over 40 years old and still going as strong as ever before. Furthermore, the recent launch of the TRD models of the Avalon and the Camry is another testament of the fact that TRD has been successful in offering the customer some alluring and value-for-money performance-inspired models of various Toyota vehicles.

But wait, if TRD is Toyota's performance wing, what on earth is GR (Gazoo Racing) for? Well, as is turns out, both GR and TRD are performance divisions of the Japanese automaker and offer Toyota cars with a little more oomph. Besides, there have been questions circulating in and around the automobile space regarding the coexistence of the two wings, especially in the United States. And, Toyota believes that there is no issue whatsoever in the two arms existing and operating simultaneously in the United States. "In the end, TRD and GR can coexist. TRD has a long lineage with the trucks that we sell . . . and the American consumer likes the TRD brand and it has some strong heritage in North America", said Ed Laukes, Toyota group vice president of marketing.

Moving ahead, Laukes also stated that the recently launched TRD versions of the Camry and Avalon are also an indication of the brand's success in the United States, and the automaker further believes that TRD is there to stay in the market for long. However, with GR also rolling out performance-oriented models of Toyota vehicles, there might be a situation of hotchpotch for Toyota and also the customers in the near future.

Speaking of the differences between the two brands, while TRD offers modified Toyota vehicles, the brand GR, on the other hand, is known for offerings a different lineup of vehicles altogether. And, the GR Supra and the fresh GR Yaris are two recent examples of the work that transpires under the GR canopy. Toyota is currently examining customer interest and sales prospects before calling it on the arrival of the all-new GR Yaris in the United States, said Laukes when asked about the U.S. launch of the hot hatch. With that in place, Toyota might just offer the GR Yaris in the U.S. as well, but not before assuring that the hot hatch will be a commodity in demand.

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