Flagship sports car featured on driving game cover

The new GR GT sports car from Toyota Gazoo Racing appears on the cover of Forza Horizon 6, integrating the model into a digital environment that links motorsport development, automotive culture, and brand positioning.

GR GT positioning within the product strategy
The GR GT is the new flagship sports car from Toyota Gazoo Racing (TGR) and reflects its competition-based development philosophy. Alongside the GR GT3, the model embodies the transfer of motorsport technologies to road-homologated vehicles, an approach Toyota uses to validate engineering solutions, materials, and performance concepts.

Integration into the digital and cultural ecosystem
The GR GT’s presence on the cover of Forza Horizon 6, Microsoft’s driving video game, places the model within the simulation and automotive culture ecosystem. The illustration depicts the vehicle in a Japanese setting with Mount Fuji and cherry blossoms, linking the product to brand identity and technological origin.

Development and origin of the model
The GR GT was unveiled in Tokyo alongside its competition version, the GR GT3, and was developed as a high-performance road car derived directly from motorsport. The model follows Toyota’s approach of using racing as a test platform to improve performance, aerodynamics, reliability, and driving experience in production vehicles.

Toyota Gazoo Racing context
Toyota Gazoo Racing consolidates Toyota’s motorsport activities in competitions such as the World Endurance Championship (WEC), World Rally Championship (WRC), the Dakar Rally, the 24 Hours of Nürburgring, Super GT, Super Formula, and NASCAR. Experience gained in these series is transferred to production models such as the GR Supra, GR Yaris, GR86, and GR SPORT versions of Yaris, Corolla, C-HR, RAV4, and Hilux.

Product positioning relevance
The GR GT’s appearance in Forza Horizon 6 strengthens its positioning as TGR’s technological flagship model and increases visibility among digital audiences and automotive enthusiasts, aligning product development with branding strategy, competition-based engineering, and cultural adoption through digital platforms.

www.toyota.com