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As the old saying goes, it costs money to have a soul, you want proof, just look at the mountains of cash Toyota is spending to rekindle the spirit of Toyota.

On the world stage Toyota has been gun shy since the death of their Formula One program after 2009 season, 2014 saw a reversal of that and then some.

I'm sure you're all familiar with the RC-F GT3? Already the RC-F paid dividends in 2014, winning the Japanese Super GT Championship with flying colours.



Moving backwards, Have you met the TS040, Toyotas rocket on wheels, winner of the 2014 World Endurance Championship? Designed with one thing in mind, hand Audi their lunch at Le Mans. While the TS040 suffered heart break at Le Mans after securing pole and leading for through the first 12 hours, Toyotas leas TS040 suffered from an electrical issue and pulled out early, leaving the second TS040 on the podium in third. They would go on to dominate the rest of the WEC season.





Next we come to the Supra, a car designed to channel that soul to the street. For all Toyotas show on the racing stage their road cars have displayed little to no go for some time. At the end of the day your products need to square with the brand your company is projecting, Toyota is transitioning to an edgier brand strategy, as can be evidenced from the GT86 and their clever little GO FUN YOURSELF campaign. If you're going to brand yourself as fun you better sell fun...




We could continue to go on. The F brand evolving into a trusted and true rival for the worlds best and brightest tuning houses, TRD Pro trucks and now the plan for TRD road cars. Not to mention heading back to WRC with a goosebump inducing Yaris. Toyotas got its groove back...
 

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I remember reading that Toyota wanted to get some spirit back into the brand through more exciting design, and I think that we are seeing the fruits of that labor now. At this point it is mostly in concept form, but those vehicles will make it to production soon enough. It will be cool to see some more exhilarating Toyotas on the street soon. Should really inject some life and energy into the brand.
 

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I remember reading that Toyota wanted to get some spirit back into the brand through more exciting design, and I think that we are seeing the fruits of that labor now. At this point it is mostly in concept form, but those vehicles will make it to production soon enough. It will be cool to see some more exhilarating Toyotas on the street soon. Should really inject some life and energy into the brand.
I had a 1993 black Supra Mk IV Aerotop for many years and it was a fantastic car. It was light, low to the ground, and the straight six 3.0 litre twin turbo was so over-engineered that you could add all sorts of mods without fear of damaging the engine. Even today, when I see one on the road, I think it is one of the most beautifully designed cars ever, and the design is now 22 years old!

The sad thing is that if the "new Supra" ever makes it into production, it's going to carry a supercar price.

I think there is still a big opening in the market for something like the RC with 200kg trimmed off the weight and a forced induction engine, priced around the M4/RS5 territory.
 

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It's rumored to be price more than the current corvette, which could very well be a justifiable move, specific things just need to be done to warrant such a move.
fortunately we've seen little on the production model so when that time finally comes around... we'll be in for a surprise ;)
 

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I wonder roughly how much the Supra will be priced at. If it will compete with the NSX and R8 or more so with the GT-R price tag?

Cheers
 

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I think you're dreaming. The new Supra will be priced up around the R8 - I'd almost bet my house on it.
I think they'll leave R8 to Lexus and the LF-SC, I just don't see Toyota with the cache to demand $100K plus...this is the reason the LFA was a Lexus and not a Toyota as well... (IMO)
 
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