Since launching its GR division, Toyota has signaled ambitions extending beyond high-performance hatchbacks and tuned coupes. Now, after showcasing concepts, filing patents, and releasing a series of powerful daily-use models, new high-performance vehicles are emerging. This includes a new ultra-luxury car from the reinvigorated Century brand.

Toyota aims to position these models directly against the finest offerings from Rolls-Royce, Bentley, Porsche, and Ferrari. These new products are intended to be more than mere catalog additions for the Japanese brand.

Lexus LFA concept 2025. Photo: DR

A recent report from Nikkei reinforces Toyota's intent, highlighting the brand's commitment to positioning both the GR GT and Lexus LFA as formidable contenders in the high-performance vehicle segment.

Simon Humphries, Toyota's brand director, described these new models as "the pinnacle of the Lexus and GR sports car lineup."

The GR GT features the brand's inaugural all-aluminum chassis and a V8 hybrid engine, unique within its current lineup. Meanwhile, the new Lexus LFA is envisioned as a spectacular successor to the original. This iteration will completely forgo the internal combustion engine, opting instead for an electric powertrain. Sales are projected to begin in 2028 or potentially later.

Products from the new Century brand are positioned to compete with Rolls-Royce. Photo: Top Gear

The gasoline-powered GR GT is slated for a 2027 launch, with its racing counterpart, the GR GT3, expected to follow shortly thereafter.

Toyota's ambitions extend beyond merely entering the supercar segment. This year marks its strategic move into two new areas. Firstly, the company is restructuring its ultra-luxury Century brand to enhance its competitiveness against rivals such as Rolls-Royce and Bentley. A high-end coupe, potentially incorporating design elements from the GR GT or LFA, is anticipated within the next few years.

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