#ToyotaGR

Europe has, and will likely remain, far more aggressive with emissions-cutting measures than we are here in the United States. Strict climate-related regulations on the Old Continent mean that gas vehicles – even those that we consider relatively efficient here – are extremely expensive and difficult to find. That’s how the 2024 Toyota GR Yaris, a car powered by an (admittedly powerful and turbocharged) three-cylinder engine, costs nearly double its sticker price in France.

The Toyota Land Cruiser is dead. Long live the Toyota Land Cruiser?

The saga of the Land Cruiser is getting confusing. First, we picked up on reporting from Motor Authority that suggested the LC will soon be sent to the great junkyard in the sky, although the Lexus version will soldier on. Part of that report suggested that there is a new generation for the Land Cruiser on the way, but perhaps not to be sold here.

Toyota is attempting to morph itself into an edgier, bolder, and sexier brand — to varying degrees of success. However, much of the company’s makeover has been purely cosmetic. The exception is Gazoo Racing, the automaker’s motorsport division and new in-house performance arm behind Toyota’s GR-series passenger cars.

Interestingly, Gazoo literally means “image” in Japanese and some of the upgraded models have been about little else. Still, some of the limited edition cars look like hoonable maniacs when compared to the base unit. The supercharged Yaris GRMN (Gazoo Racing Masters of Nürburgring) with over 200 horsepower is a prime example.

Aiming to go more mainstream, Toyota has decided to unfurl a range of GR and GR Sport models that won’t be handicapped by limited production numbers. Among them is the bewildering Prius Prime GR Sport, a hot hatch variant of the economy-minded hybrid. Toyota has officially lost its mind.