Toyota has filed a wave of trademark applications for both the MR2 and MR-S names in multiple countries, signaling a strong likelihood that the company is preparing to revive its iconic mid-engine sports car. The filings span across Europe, Australia, and even South America, suggesting a global rollout is being seriously considered. This move goes beyond routine trademark maintenance; it’s groundwork for a product launch.
The Trademark Offensive: What it Means
For years, rumors have swirled about Toyota bringing back the MR2, a car revered by enthusiasts for its handling and affordability. Now, these filings confirm that the company isn’t just toying with the idea—it’s actively securing its intellectual property rights. The MR-S trademark filing in Denmark, often used as a gateway for EU-wide protection, is particularly noteworthy. Further complicating the picture, Toyota also filed for a GR MR-S trademark in Australia, indicating a high-performance variant from the start.
The strategic choice to file for MR-S in Denmark is interesting because the country has no linguistic issues with the name, unlike some markets where “MR2” was deemed problematic. This suggests the MR-S filing isn’t about avoiding conflicts; it’s about hedging bets and securing multiple branding options.
Global Expansion: Beyond Europe
Toyota has expanded its trademark filings to ten additional intellectual property offices worldwide, including Estonia, Norway, New Zealand, Iceland, Costa Rica, Uruguay, and Argentina. This isn’t just about covering bases; it’s about preparing for a product that will be sold internationally.
The U.S. Strategy: MR2 Remains Key
Toyota has also reapplied for the MR2 trademark in the U.S., although the application is still pending. Notably, the company doesn’t currently hold the MR-S trademark in the U.S., suggesting that if the car returns to the American market, it will likely be badged as an MR2.
Why This Matters: A Shift in Toyota’s Strategy
This move aligns with Toyota’s recent commitment to expanding its lineup of “fun cars.” The company has openly stated its desire to move beyond the GR Corolla, GR Supra, and GR86, hinting at a broader push for more engaging vehicles. The FT-Se concept—an electric mid-engine sports car shown in 2023—further supports this direction.
What’s Next: The Waiting Game
While trademark filings don’t guarantee a production car, they signal serious intent. Toyota is actively preparing for a revival, whether it will be the MR2, MR-S, or a completely new designation remains to be seen. For the first time in decades, the return of Toyota’s mid-engine legend feels genuinely within reach.
The company’s recent actions leave little doubt: Toyota is actively paving the way for a new sports car, and the MR2 or MR-S name will likely lead the charge.
