From Beige to Ballistic: How the GR Badge Helped Toyota Become Japan’s AMG

A remarkable transformation turned one of the world’s sleeping performance giants into a leader. Gazoo Racing became Japan’s equivalent of AMG.

  Car Talk, Autos   Nov 10, 2025   0   6  Add to Reading List
From Beige to Ballistic: How the GR Badge Helped Toyota Become Japan’s AMG

For decades, Toyota was the epitome of the automotive quest for excellence. It built an incredible reputation for dependability in engineering, turning out models with bulletproof reliability but always with a certain amount of restraint. Toyota wanted these vehicles to outlive their owners, but not necessarily to quicken their heartbeats. Slowly but surely, the Japanese company retired legendary models to replace them with competent but often unremarkable SUVs and sedans.

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