Toyota’s trademark filing points to a high-performance GR Celica reboot
The Toyota Celica, a beloved icon among driving enthusiasts, might be making a comeback— and it seems the new iteration could come with a high-performance twist. Recent developments, including a new trademark filing for a “GR Celica” in Brazil, have ignited excitement and speculation around the possibility of a performance-oriented rebirth of the legendary model.
The trademark was filed on January 15, 2025, and published in early February, adding weight to the growing rumors of a new Celica model. The filing specifically mentions the Celica name alongside the letters “GR,” a distinction Toyota reserves for its high-performance vehicles under the Toyota Gazoo Racing umbrella. While the trademark is listed for “automobiles and their structural parts,” the details are otherwise scant, leaving much to the imagination.
Though this filing only appears in Brazil at the moment, Toyota has recently secured the Celica name globally, including in the United States. A notable filing status from November 2024 aligns with the increasing chatter about a Celica revival, fueling further speculation. Rumors have been circulating for years about a potential Celica reboot, but the conversation gained significant momentum in October 2023 when Toyota Chairman Akio Toyoda publicly urged top executives to prioritize the development of a new model. This was followed by comments from Toyota CEO Koji Sato, who expressed his desire to see the Celica return, although he stopped short of confirming any concrete plans.
Adding to the intrigue, the Toyota Grip animated series recently showcased a list of upcoming vehicles, with the Celica Mk8 making an appearance. Production of the Celica ended in 2006 with the Mk7, but these subtle nods suggest that Toyota may indeed be preparing a successor.
Perhaps most compelling of all is a statement made by Toyota’s Chief Technology Officer, Hiroki Nakajima, who reportedly said, “We will make the Celica.” While the company has yet to make an official announcement regarding the future of the Celica, these comments from top executives, coupled with the trademark filing, strongly hint at a return.
It’s worth noting that automakers often refile trademarks to protect their intellectual property, sometimes without immediate plans to use them. However, the presence of the GR branding—combined with the ongoing high-level interest and commentary from Toyota’s leadership—suggests that this isn’t just a matter of protecting a name, but rather a sign of something more substantial in the works. The GR Celica, if it materializes, could offer a performance-focused variant of the beloved model, possibly fitting into Toyota’s expanding sports car lineup alongside models like the GR Supra and GR86.
While Toyota remains tight-lipped and has not officially confirmed anything, the growing body of evidence makes it clear that a Celica revival is likely not a matter of if, but when. Enthusiasts and fans alike are eagerly awaiting official confirmation, and when that happens, you can be sure the automotive world will be watching closely.
Stay tuned as we continue to monitor developments on what could be one of the most anticipated comebacks in automotive history.
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