Toyota, the large Japanese car company, is premiering a new 5-episode anime series called GRIP on February 26th, 2024. The series will be shown weekly on Toyota’s website.
The anime is being made by Intertrend, a marketing company from Long Beach. It combines Toyota’s Gazoo Racing motorsports brand with classic Japanese animation.
Toyota hopes this will appeal to Generation Z viewers and Asian-American youth.
When Toyota announced the new show, they also revealed a trailer to promote it. The anime aims to capture the excitement of racing using Gazoo Racing’s involvement in motorsports.
With vivid animation and racing action, Toyota wants to reach younger audiences who may be future customers.
The 5-week series represents Toyota’s innovative marketing efforts. By telling stories through anime about their high-performance Racing division, they hope to attract fresh, young viewers in America and worldwide.
Toyota’s Anime Venture into Dystopian Racing
Toyota’s new anime series GRIP tells the story of Jae Kang and his friends living in a futuristic city completely controlled by the tech conglomerate SynthCorp.
Driving cars is no longer enjoyed since Dr. Synth, the mysterious leader of SynthCorp, has convinced citizens that SynthCorp’s formulaic vehicles are superior – safer, and more efficient, leading to a more ordered society.
However, as the plot develops, it emerges that not everything is as it appears.
Kang, with his customized GR Corolla, discovers the city faces imminent danger. He’s forced into a race against time to rescue the city from this hidden threat.
The show follows Kang as he rebels against SynthCorp’s domination that has suppressed people’s freedom to enjoy driving. With his specially enhanced rally car, he uncovers the truth and must act quickly to protect the city from SynthCorp before it’s too late.
The anime portrays a dystopian future where conformity is prioritized over individuality and true safety is sacrificed for the illusion of order and efficiency.
But thanks to drivers like Kang in cool cars, the show suggests there may still be hope of preserving what makes driving fun.
Matthew Choy, Intertrend’s Executive Director of Strategy and Creative, explains why anime is an ideal medium to engage the intended young audience.
He says anime provides “a storytelling platform that wasn’t a usual, expected ad campaign.” Unlike typical ads, the fantasy anime style allows Toyota to creatively amplify racing excitement and drama to connect better with viewers.
Choy drew inspiration from classic racing anime like Initial D, where cars and characters are portrayed as larger-than-life.
This genre taps into the thrill of driving, enhancing storytelling’s emotional impact.
He expands, “We aimed to tell a gripping tale that went beyond just advertising the product, using themes we see throughout American culture.”
The series will explore universal conflicts like “Automation vs. Manual Control, Digital vs. Analog, and Good vs Evil.”
By leveraging the creative freedom of anime instead of a conventional commercial, Toyota hopes to attract young viewers by embedding their product organically into an epic animated saga centered on the universal thrill and larger themes of racing.
Grip’s Cast And Characters
“GRIP” is a captivating original anime series that seamlessly combines heart-pounding action, adrenaline-fueled racing, and a profound narrative exploring the clash between human passion and the rigid constraints of computer control.
The series revolves around a team of fearless drivers who wield their powerful GR rides as symbols of rebellion, their indomitable spirits serving as the driving force against the impending threat of absolute technological dominance.
Jae Kang, the charismatic protagonist, is renowned for his exceptional driving skills and fearless demeanor. With a scar earned in a legendary race, he exudes the aura of a true racing legend.
Linh “Nitro” Lam, a young and enthusiastic racer, might seem bubbly with her long pink hair, but on the track, you’ll only see her taillights as she leaves her opponents in the dust.
Kumail Jo, a seasoned racer with a fiery personality and imposing physique, is hotheaded yet brave. He plays a crucial role in both getting GRIP out of and into difficult situations.
Master Rugu, the wise mentor, guides this trio of young drivers with the wisdom borne from countless races. His understanding of driving transcends the mere mechanics of a car.
The enigmatic CEO of SynthCorp, Dr. Aron Synth, serves as the primary antagonist. Once a famous driver himself, he is now hellbent on eradicating human driving after losing a hand in a tragic accident.
Through the thrilling on-road battles of the GRIP team, the series champions the indomitable essence of the human spirit and its unwavering determination to resist the impending tyranny of absolute technological control.
