Amid heated global competition over developing next-generation cars such as self-driving automobiles and electric vehicles, Toyota Motor Corp. unveiled Tuesday a new sports car brand inspired by its expertise in motor sports. Under the brand name GR, which comes from Toyota's motor sports brand Toyota Gazoo Racing, the auto giant unveiled seven cars remodeled as sports editions, including the Vitz compact, Voxy and Noah minivans, and the Prius and Mark X sedans. They hit Toyota's retail outlets Tuesday. The main target of the new brand is younger customers, who are often said to have lost their passion for driving their own cars, Gazoo Racing President Shigeki Tomoyama said. "What constitutes the heart of the Gazoo brand is a desire for challenges to make innovations by breaking through barriers existing inside Toyota and set by Toyota," Tomoyama, who heads Toyota's in-house company launched in April, said at carmaker's Mega Web showroom in Tokyo's Odaiba waterfront area, adding that the company also plans to sell GR-branded cars in the European Union.