Toyota’s GR division is running a secret Experience Center in Frisco, Texas[1], to train Lexus dealers on a forthcoming $200,000 supercar[2].

The program matters because it signals Toyota’s push into the ultra‑luxury segment, a market long dominated by European marques. By briefing dealers now, the automaker hopes to smooth sales of a vehicle that will cost well beyond the price of a typical Lexus, positioning the brand as a serious contender for affluent buyers.

The facility sits behind an unmarked warehouse on a quiet Texas road—its low profile meant to keep the project out of the public eye[1]. Inside, the garage features a climate‑controlled test track, data‑logging equipment, and a single prototype of the upcoming model. Staff members from the GR division oversee every session, ensuring that the performance data collected matches the engineering targets.

Lexus dealers are invited for multi‑day workshops where they experience the car’s acceleration, braking, and cornering limits first‑hand. The training includes detailed briefings on the vehicle’s battery‑electric powertrain, aerodynamic features, and the premium pricing strategy. Participants also receive sales‑tool kits designed to communicate the car’s value proposition to high‑net‑worth customers.

Toyota sees the supercar as a halo model that will elevate the entire Lexus lineup. By exposing dealers to the handling dynamics and ownership experience early, the company hopes to generate authentic enthusiasm that can be leveraged in showrooms nationwide. The move also aligns with Toyota’s broader goal of electrifying its performance portfolio while retaining the brand’s reputation for reliability.

Industry observers note that the $200,000 price point places the car squarely against established rivals such as the Porsche 911 Turbo, and the Mercedes‑AMG GT. If demand meets expectations, the project could reshape Toyota’s image from a mass‑market automaker to a maker of coveted performance machines.

“The facility sits behind an unmarked warehouse on a quiet Texas road.”

Toyota’s decision to train Lexus dealers in a concealed Texas garage underscores its ambition to break into the ultra‑luxury market. By preparing its sales force ahead of the launch, the company aims to ensure a seamless entry for a $200,000 electric supercar, potentially reshaping brand perception and intensifying competition among established premium manufacturers.