The Japanese automaker appears to be very confident in its solo factory decision as CEO Akio Toyoda, himself an accomplished racing driver, inaugurated its opening last week at a ceremony where he drove a GR Yaris through particleboard as Deep Purple’s “Highway Star” played. Toyota’s investment in what could easily be considered a niche model is very impressive. Often times, this level of vehicle commitment is reserved for ultra-expensive halo models.
Still, the GR Yaris isn’t exactly cheap. In Germany, it’ll carry a starting price of €33,200, or around $37,000. The 2020 Honda Civic Type R also goes for about the same amount, but it’s larger and has five doors, not three.
Have fun with this three-door pocket rocket, you guys. Drive the hell out of it.
