New GR Zone open at Halfway Toyota Fourways
The standalone GR brand, which falls under the Toyota nameplate, has garnered much growth over the last few years. Rivalling giants like BMW's M Division, Audi's RS, and Mercedes-Benz AMG, the performance brand is now the go-to for petrol heads looking for something Japanese. Johannesburg fans now have a dedicated space for GR, and we were at the grand opening.
New GR Zone opens at Fourways dealership.
In recent years, the GR brand has grown exponentially and become a fan favourite worldwide. GR has become more than just a brand; it has become an ownership experience and stands for many different things to its fans. Some enjoy the style, some the speed, and others, well, they enjoy the spectacle.
Related: AutoTrader goes racing...again!
To capitalise on this unique ownership experience, Halfway Toyota Fourways has officially opened its GR Zone within the large dealership, creating a space where car buyers can interact with the brand. To celebrate the Zone's opening, the dealership held a grand opening that, in all honesty, felt more like a car meetup and block party than a brand launch.
Lawrence Minnie representing AutoTrader in 2025 GR Cup!
Performance brand
There was plenty to see and do on the day, with enthusiasts lining up early to gain access to the property and lock out the best parking spots for the show-and-shine competition. Many exhibitors and products were on display, as well as a live DJ keeping the beats pumping and everyone's spirits high. The GR Driving Academy were on site with some of their training vehicles and set up a mini skidpan where public members could go for a literal spin in one of the GR race cars competing in this year's GR Cup.
There were a few food and drinks stalls and an enthusiastic crowd milling about, with plenty going on all morning to keep everyone busy. AutoTrader was present as GR ambassadors from the GR Cup, signed some autographs for race fans, and had the opportunity to cold start one of the GR Cup race cars on display. It was a fantastic experience interacting with fans away from the hustle and bustle of the race circuit. However, what impressed more was seeing how many folks have bought into the GR brand, not only a GR vehicle but also the performance and lifestyle aspect of the brand.
Kevin Crowie, DP of Halfway Toyota Fourways, said, "The dedicated GR Zone is a hub for enthusiasts, a testament to engineering excellence, and a true celebration of the high-performance lifestyle. We've meticulously crafted today to ignite your senses, connect you with fellow enthusiasts, and immerse you in the thrilling world of Toyota Gazoo Racing and the GR brand"
Check out the gallery to see images from the day.
