Toyota steps into the supercar and ultra‑luxury arena with the all‑new GR GT, a fully electric Lexus LFA and a revamped Century, aiming to rival Bentley, Ferrari and Rolls‑Royce. Explore the future of performance today.
After years of quiet development, Toyota has pulled back the curtain on an ambitious push into the world of supercars and ultra‑luxury motoring. The first wave includes the GR GT, a groundbreaking performance coupe, a fully electric next‑generation Lexus LFA, and a re‑imagined Century that aims to sit beside Rolls‑Royce and Bentley.
GR: A High‑Performance Division with Bigger Dreams
Since establishing its GR (Gazoo Racing) performance arm, Toyota has never been content with tweaking hatchbacks and modest coupes. The division has filed patents, tested concepts, and built a solid engineering base from its commercial models. The result is finally visible: the GR GT, Toyota’s most daring road‑car ever.
GR GT – The First All‑Aluminum, V8‑Hybrid Supercar
The GR GT marks a first for Toyota: an entirely aluminum chassis paired with a unique V8‑hybrid powertrain. Slated for a 2027 launch, the car sits squarely in the super‑car price bracket and will be followed by a track‑only GR GT3 version for international endurance series.
Lexus LFA Goes Fully Electric
Building on the iconic LFA legacy, the next‑generation model abandons the internal‑combustion engine altogether. A pure‑electric drivetrain will deliver the same high‑rev thrills with zero emissions, targeting a 2028 (or later) debut. Toyota sees the electric LFA as the spiritual successor to the original, cementing its place among elite performance cars.
Century Rebirth – Toyota’s Ultra‑Luxury Challenger
In parallel with its supercar push, Toyota is reshaping the Century brand to compete directly with Rolls‑Royce and Bentley. The revamped Century will inherit design DNA and technology from the GR GT and electric LFA, promising a high‑end coupe that blends Japanese precision with indulgent luxury. While exact pricing remains under wraps, analysts expect it to sit in the same ultra‑luxury tier as the original LFA, which debuted around $375,000.
Racing Proof: GR Yaris Wins Nürburgring 24‑Hour
Toyota’s performance credibility is bolstered by the GR Yaris’ victory in its class at the 24‑hour Nürburgring endurance race. The win demonstrates that Toyota’s upcoming high‑performance models will not only look impressive on paper but also deliver proven track capability.
Executive Vision – Why Toyota Is Raising the Bar
Chairman Akio Toyoda explained in a recent briefing that diversification is crucial. “If brands only chase generic features, cars become commodities,” he said. By targeting distinct segments—supercars and ultra‑luxury sedans—Toyota aims to preserve its engineering identity and avoid market homogenisation.
With the GR GT, electric LFA, and a re‑imagined Century, Toyota is clearly signalling that it intends to sit at the forefront of both performance and prestige. The coming years will reveal whether these bold moves can truly challenge the long‑established European houses.