Toyota’s Unrivaled Legacy in Anime Extends with 'GRIP' Season 3

After nearly a century in the game, Toyota has firmly built its reputation on innovation, reliability, performance and legacy. But those qualities don’t just make great cars—they make great stories. And what better way to tell a story than through anime? 

Over the last decade, anime has exploded globally, pulling in fans who live for the drama, action, and unforgettable characters. That’s why Toyota showing up in anime makes sense. Last year they introduced their own racing anime series, GRIP and while they’re fully getting into the game, it’s not their first rodeo.

And let’s be real—when a Toyota shows up in an anime, it’s never just a car. It’s a statement, a symbol and a character in its own right. These machines aren’t just modes of transportation; they’re woven into the culture, the drama, the thrill of the chase. 

Now, with GRIP Season 3 on deck, Toyota’s doubling down on that legacy, fusing its storied past with a future built for speed.

There’s been plenty of incredible cars that have been featured in various anime, but Toyota has always stood out because it represents something bigger than just speed. In 1998’s Initial D, Takumi Fujiawara’s AE86 car wasn’t supposed to defeat the Red Suns, it was only used as a delivery vehicle. But due to the skill and dedication, it was able to do the unthinkable. Decades later, the AE86 is an iconic model and is even represented through modern model takes (GR86). The 2023 sequel to Initial D, MF Ghost continued Toyota’s legacy with the GR Supra flashy, but it was consistent and always dependable, much like Toyota’s presence in anime leading the pack.

In 1996’s Detective Conan (or Cased Closed), the Toyota Crown represented a message of reliability. The Crown was the car for police, detectives, and government officials. It wasn’t itself.

Other anime have put Toyota in the spotlight (Wangan Midnight, You’re Under Arrest) –sometimes as the hero’s ride, sometimes as a quiet flex. The brand could’ve kept it that way, letting studios borrow its cars like props, no strings attached. But GRIP has changed things up. That’s Toyota stepping into the driver’s seat, not just for product placement, but to build a legacy all its own.

Toyota, teaming up with studio Intertrend, executive producer Frank Mele (Beats, Rhymes, and Life: The Travels of A Tribe Called Quest), and supervising director Jae Woo Kim (Blood of Zeus, Tron: Uprising, Ben 10 Omniverse), isn’t just making an anime—it’s extending its legacy. The series features an ongoing struggle between the human-driven GRIP team and the cold, computer-controlled fleet of StandardSynth, led by Dr. Synth. While the GRIP team embodies the spirit of human ingenuity, passion, and the thrill of the race, Dr. Synth’s machines represent the cold, calculated future of driving, stripping away the very essence of what makes racing thrilling: the unpredictable, unrelenting force of human will. This conflict resonates with anime fans who’ve long seen the battle between man and machine as a timeless theme. 

For car enthusiasts, GRIP is a love letter to the world of performance cars. The vehicles don’t just serve as tools for racing–they’re characters themselves, representing the soul of the sport.  Seasons 1 and 2 put the GR Corolla, GR Supra and GR Cup GR86 in the spotlight, each tied to the show’s dynamic protagonists Jae Kang, Linh “Nitro” Lam, and Kumail Jo, respectively. Their series makes sure to highlight the emotional connection between drivers and their cars, a bond that’s universal for anyone passionate about racing. With Season 3 on the way, Toyota flexed even harder, bringing in the W10 MR2, AE86 Corolla Levin GT-APEX, F10 2000GT, and Supra TRD 3000GT to the mix. While their exact roles are still under wraps, it’s almost certain that they’ll continue to drive the thrilling story forward.

Anime and car culture have been linked for decades, but until GRIP, no automaker had really seized that space. Toyota’s legacy in anime, and more specifically everything surrounding GRIP as it enters its third season proves that this isn’t some one-off gimmick—Toyota understands how to authentically engage with fandom. It’s beyond slapping their name on a show; they’re building a universe, weaving a narrative, and speaking to fans in a way that feels real. GRIP is proving that Toyota’s not just watching the anime racing scene grow—they’re here to lead it.

If you haven’t been tuning in, now’s the time to catch up. Because GRIP isn’t just Toyota’s anime series—it’s the future of car storytelling.

With all that’s in store, Season 3 of GRIP is an unforgettable ride. Don’t miss out—catch up on all three seasons now, and get ready for the high-speed adventure that’s about to unfold.