Toyota has been working on building a sportier, more driver-focused image for itself over the past few years, and the launch of the GR brand today is a big step in that direction. Essentially a rebranding of G Sports (G’s), the exercise, named after the works Toyota Gazoo Racing division, kicks off with a lineup of seven models – each receiving various degrees of aesthetic and mechanical upgrades.

Before we detail the new additions, let’s go over the different tiers of models on offer. The range starts with the GR Sport variants, which are similar to the outgoing G’s models and receive exterior and interior modifications, plus retuned suspension.

Sitting in the middle of the range are the GR models that throw in more focused suspension and powertrain tweaks, while the range-topping Gazoo Racing Masters of Nürburgring (GRMN) cars gain a more powerful engine. There will also be a GR Parts catalogue for existing Toyota owners.

At launch, buyers can choose from Yaris, Prius PHV, Mark X, Harrier, Noah and Voxy GR Sport models (the last four are identical to the previous G’s variants) as well as the Yaris GR. Aside from the aforementioned additions shared by all GR Sport models, the Yaris, Mark X and Harrier GR Sport also gets additional spot welding points to increase body rigidity, and all but the Yaris GR Sport gain bracing as well.

Meanwhile, the Yaris GR receives Sachs dampers, aluminium pedals, a small-diameter steering wheel from the 86 and a 10-speed transmission mode in CVT-equipped models. Also equipped are 17-inch aluminium alloy wheels wrapped in Bridgestone Potenza RE050A tyres.

Toyota also has another few cars lined up for release at the end of the year, including the Prius c and v GR Sport, as well as an 86 GR that gets 17-inch Rays alloy wheels, Sachs dampers, Recaro seats, six-piston front brake callipers (four-pots at the rear) and a Torsen limited slip differential. Still no extra power from the 205 PS 2.0 litre flat-four, unfortunately.

The supercharged Yaris GRMN hot hatch will sit at the top of the new GR lineup

Lastly, the Yaris GRMN will finally make its way to Japan in the spring. The car is identical to its European counterpart with its 210 PS 1.8 litre supercharged engine and six-speed manual gearbox, but will also come with a more aggressive front bumper design from the Yaris GR and GR Sport.

The Yaris GR Sport will be offered in standard 109 PS 1.5 litre petrol form with either a five-speed manual transmission or a CVT, as well as a 74 PS Hybrid; the GR is only available with the petrol mill. Meanwhile, the Harrier GR Sport comes with either a 151 PS 2.0 litre naturally-aspirated engine and a CVT, or a 231 PS turbo mill paired to a six-speed automatic.

Buyers of the Mark X GR Sport can choose between 203 PS 2.5 litre and 318 PS 3.5 litre V6 mills, both paired to a six-speed automatic, while the Noah and Voxy GR Sport is powered solely by a 152 PS 2.0 litre four-pot and a six-speed auto.

GALLERY: Toyota Yaris GR Sport and GR
GALLERY: Toyota Prius PHV GR Sport
GALLERY: Toyota Harrier GR Sport
GALLERY: Toyota Mark X GR Sport
GALLERY: Toyota Noah and Voxy GR Sport