Toyota is preparing to revive the Celica nameplate, a legendary sports coupe last sold in 2005, with plans for a 2027 launch that includes a World Rally Championship (WRC) campaign. Recent testing footage and images confirm the development of a two-door coupe rally car, hinting at a production model ready for showrooms.
New Regulations Drive the Revival
The Celica’s return is partly driven by new WRC regulations set for 2027. These rules allow automakers to use a “road car body” over a spaceframe chassis while retaining the mechanical package of existing rally cars, like the GR Yaris Rally2. This means Toyota can build a Celica-bodied rally car using proven technology, reducing development costs while still meeting competition standards.
Production Model Imminent
Toyota technical director Tom Fowler confirmed the test car is already undergoing extensive testing, having logged over 2,000 kilometers of real-world data. The design team is actively refining the vehicle based on feedback from these trials. Despite the rally car’s focus, the underlying “road car” requirement suggests a production model is being developed in tandem.
Performance Push: Celica, MR2, and GR GT
The Celica is part of Toyota’s broader push into performance vehicles under the Gazoo Racing (GR) brand. The company has also been testing a mid-engine Yaris prototype, potentially signaling the return of the MR2 sports car. Toyota has registered trademarks for “GR MR2” and “GR MR-S” in Australia, further fueling speculation.
The GR GT, unveiled in late 2025, is positioned as Toyota’s new halo car, with plans for a 2027 Japanese release and potential expansion to other markets, including Australia. Meanwhile, the GR Supra, co-developed with BMW, will end production in March 2026. A V8 version is set to debut in the Repco Supercars Championship, including the Bathurst 1000.
Why This Matters: Toyota’s aggressive expansion into performance models signals a strategic shift towards brand excitement. By reviving iconic nameplates like Celica and MR2, the company aims to recapture enthusiast interest and compete more effectively in the sports car market. The move also leverages motorsport for marketing, using WRC to build anticipation for the Celica’s showroom debut.
