Toyota has built a GR Experience Center of approximately 36,000 square feet near its headquarters in Plano, Texas. The facility is located approximately 20 miles from the office and is designed to train Lexus dealers to work with high-performance models.
The center remained without external branding for a long time. Inside was a prototype of the Toyota GR GT, which will be a key model in the new lineup. According to Auto News, more than 100 dealers have already visited the facility.
The GR GT is scheduled to be launched in the US market in 2027. The car is expected to receive a hybrid powertrain based on a 4.0-liter twin-turbo V8 and an electric motor. The total power will be at least 641 hp, and the cost will exceed $200,000.
The center also features historical models, including the Lexus LFA, Toyota 2000GT, and racing cars associated with victories in the Baja 1000 and Indy 500. The exposition is complemented by engines, a slot car track, and a hall with materials about the brand's racing history.
Additionally, Toyota is creating a GR Academy at the Eagles Canyon Raceway. There, dealers and customers will be able to receive driving training on the track, autocross, and rally sections.
To participate in the program, dealers must allocate separate zones for GR models. The company is betting on a limited audience and expensive cars. The project reflects Toyota's new approach to promoting sports models after its experience with the Lexus LFA.
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