Toyota has a reputation as a stodgy company building uninspiring but cost-effective and reliable cars. That may not be entirely fair. While it does build cheap, basic vehicles with low maintenance costs, it also offers some of the best enthusiast vehicles on the market. And it has die-hard fans because it insists on putting those enthusiasts first. Here’s an example.

Toyota has been building its Gazoo Racing trim of the compact Corolla since the 2023 model year. Over the years, the sports car has received some major improvements. These include changes to the steering rack, stiffer rear springs, upgraded dampers, and anti-squat rear suspension adjustments. So what about the enthusiasts who raced out and bought the 2023 model? Toyota isn’t leaving them in the dust.

Toyota offers cheap upgrade kits for its older sports cars

Chief Engineer Naoyuki Sakamoto explains it was Chairman of the Board Akio Toyoda himself who insisted, “You must not forget about the current owners.” He adds that Toyoda, “always tells me to remember current owners, so we made sure to prepare upgrade kits.”

Previous upgrade kits have included steering rack bolts, subframe bolts, front air curtain ducts, and aluminum tape with directions to improve aerodynamics. With a price of $275 and major handling improvements reported, it’s no surprise that one in five GR Corolla owners shelled out for the upgrade. Now, Toyota is working on an improved kit to fold in the upgrades from the 2026 model year.

Most automakers don’t bother with such kits. But this is how you earn brand loyalty for life. While the Corolla is an entry-level vehicle, Toyota has its GR86 and Supra sports cars, as well as its more expensive Lexus lineup that enthusiasts might upgrade to someday. So taking care of Corolla tuners now is a great investment.