Toyota has initiated a forward-thinking program to offer performance upgrade kits to owners of earlier GR Corolla models. This commitment stems from Toyota Chairman Akio Toyoda's belief in supporting existing customers, ensuring they can experience the latest advancements in their vehicles. This approach deviates from the industry norm of pushing new model purchases, instead fostering a loyal community around the GR Corolla's evolving capabilities.
Toyota Extends Latest Enhancements to Current GR Corolla Owners
In a recent announcement from California, Naoyuki Sakamoto, Chief Engineer at Toyota, confirmed that the company would extend performance upgrade kits to owners of previous GR Corolla models. This decision, directly influenced by Toyota Chairman Akio Toyoda (also known as Morizo-san), underscores a dedication to existing customers within the GR product line. The program, which has been active since 2024, previously offered enhancements for 2023 models, including new steering rack bolts, rear subframe bolts, updated front air curtain ducts, and aluminum tape for improved aerodynamics and electrostatic discharge management. These components were sourced directly from the 2024 models.
For the 2025 model year, Toyota plans to continue this practice, making applicable parts available to owners of older GR Corollas. Sakamoto showcased the 2025 model's updated rear suspension, featuring increased anti-squat characteristics, alongside stiffer springs and upgraded rear dampers. These bolt-on modifications are designed for straightforward installation, enabling 2023 and 2024 GR Corolla owners to potentially elevate their vehicles to 2025 specifications. This initiative also extends its benefits to the overseas GR Yaris models. While upgrades like advanced speakers and body adhesives from the 2026 model are not transferable, the focus remains on tangible, performance-enhancing components. The 2024 upgrade kit was priced at $275, with future pricing yet to be confirmed. Toyota reports a significant 20 percent uptake among GR Corolla owners, highlighting the program's popularity and effectiveness in enhancing the driving experience of these spirited hot hatchbacks.
This pioneering strategy from Toyota sets a new standard in automotive customer care, emphasizing long-term vehicle ownership satisfaction over constant model turnover. By providing accessible performance upgrades, Toyota reinforces its commitment to enthusiasts and the longevity of its high-performance vehicles, ultimately enriching the ownership experience and building stronger brand loyalty.