New Toyota Performacne Brand to take on HSV & FPV(Australia)
05-08-06, 02:52 PM
#1
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New Toyota Performacne Brand to take on HSV & FPV(Australia)
Toyota Takes On HSV & FPV
John Carey
8 May 2006
www.wheels.ninemsn.com.au
Its new performance division aims to change buyer perceptions about the brand by toughening-up Toyota's image.
Another part of Toyota’s grand plan to consolidate its position as Australia’s Number One automotive company was revealed yesterday.
The announcement made it official that TRD (stands for Toyota Racing Development) is to be the brand for Toyota Australia’s future range of performance models.
A supercharged version of the Australian-made six-cylinder Aurion will be the first TRD-branded model. It’s scheduled for launch in the second quarter of 2007.
This car was previewed at the Melbourne International Motor Show earlier this year. In the Toyota Style Australia studio in Melbourne a huge block of foam was computer-carved to reveal some, but not too many, of the TRD Aurion’s design features. Hand finished to give the impression that a full-size car had been partly milled from a massive lump of solid titanium, the finished project was shown beside a much more real prototype of its supercharged 3.5-litre V6 engine.
The move to compete with Holden’s HSV and Ford’s FPV is seen as critically important by senior Toyota Australia executives. And this represents a major alteration in attitude for the company.
According to ebullient marketing boss Peter Evans, the process began with a thorough, nationwide market research program. The results, especially the finding that one out of every two new car buyers wouldn’t consider Toyota, were unexpected by some.
“Our senior management were absolutely convinced that anybody would buy a Toyota,” says Evans, “we just have to have the right product.”
“Forty eight percent said ‘Oh, no, Toyota doesn’t say the right things about me. I don’t aspire to a Toyota. If I drive a Toyota I’m seen as conservative’,” says Evans. “All the stuff you know…
"We had to put it into perspective," Evans said. "There's a higher percentage who won't consider Holden, there's an even higher percentage who won't consider Ford, and there's an incredibly high percentage who won't even consider a Hyundai.
“To move to 250,000 (annual sales in Australia) we have to increase the availability of people to the Toyota Brand,” he said. “We’re already Number One. There are more people who are willing to buy a Toyota than any other brand, based on our research. But, if we want to increase our sales even further, and move from 20 percent market share to 25 percent market share, then we’ve still got to bring some of that 48 percent into the fold.”
High-performance models were identified as crucial to adding to Toyota’s appeal, Evans said, and to make the most of the company’s motorsport achievements.
“We’ve got a fantastic, rich heritage in motorsport, going back to the Toyota-7 CanAm car, and winning the Thousand Lakes Rally with a Corolla in 1972, and we’ve won Indianapolis in 2003, but if you ask the average punter, and we have, they haven’t got a clue. And that’s our fault,” he said.
The other problem was a shortage of cars that could credibly take advantage of Toyota’s past and present motorsport activities. Toyota headquarters had killed off Made-in-Japan models like the Celica and MR2. Further, Japan was unwilling to allocate scarce engineering resource to certifying the shrinking number of performance cars in its catalogue for Australia.
If Toyota Motor Corporation couldn’t do it, explains Evans, then Toyota Motor Corporation Australia itself would have to take on the task of developing some exciting cars.
“It [TRD Australia] was given added impetus, I guess, by the recognition that it could be one of the keys to unlocking the unavailable people who wouldn’t consider Toyota by giving us an image and a product they would like to drive,” Evans said.
John Carey
8 May 2006
www.wheels.ninemsn.com.au
Its new performance division aims to change buyer perceptions about the brand by toughening-up Toyota's image.
Another part of Toyota’s grand plan to consolidate its position as Australia’s Number One automotive company was revealed yesterday.
The announcement made it official that TRD (stands for Toyota Racing Development) is to be the brand for Toyota Australia’s future range of performance models.
A supercharged version of the Australian-made six-cylinder Aurion will be the first TRD-branded model. It’s scheduled for launch in the second quarter of 2007.
This car was previewed at the Melbourne International Motor Show earlier this year. In the Toyota Style Australia studio in Melbourne a huge block of foam was computer-carved to reveal some, but not too many, of the TRD Aurion’s design features. Hand finished to give the impression that a full-size car had been partly milled from a massive lump of solid titanium, the finished project was shown beside a much more real prototype of its supercharged 3.5-litre V6 engine.
The move to compete with Holden’s HSV and Ford’s FPV is seen as critically important by senior Toyota Australia executives. And this represents a major alteration in attitude for the company.
According to ebullient marketing boss Peter Evans, the process began with a thorough, nationwide market research program. The results, especially the finding that one out of every two new car buyers wouldn’t consider Toyota, were unexpected by some.
“Our senior management were absolutely convinced that anybody would buy a Toyota,” says Evans, “we just have to have the right product.”
“Forty eight percent said ‘Oh, no, Toyota doesn’t say the right things about me. I don’t aspire to a Toyota. If I drive a Toyota I’m seen as conservative’,” says Evans. “All the stuff you know…
"We had to put it into perspective," Evans said. "There's a higher percentage who won't consider Holden, there's an even higher percentage who won't consider Ford, and there's an incredibly high percentage who won't even consider a Hyundai.
“To move to 250,000 (annual sales in Australia) we have to increase the availability of people to the Toyota Brand,” he said. “We’re already Number One. There are more people who are willing to buy a Toyota than any other brand, based on our research. But, if we want to increase our sales even further, and move from 20 percent market share to 25 percent market share, then we’ve still got to bring some of that 48 percent into the fold.”
High-performance models were identified as crucial to adding to Toyota’s appeal, Evans said, and to make the most of the company’s motorsport achievements.
“We’ve got a fantastic, rich heritage in motorsport, going back to the Toyota-7 CanAm car, and winning the Thousand Lakes Rally with a Corolla in 1972, and we’ve won Indianapolis in 2003, but if you ask the average punter, and we have, they haven’t got a clue. And that’s our fault,” he said.
The other problem was a shortage of cars that could credibly take advantage of Toyota’s past and present motorsport activities. Toyota headquarters had killed off Made-in-Japan models like the Celica and MR2. Further, Japan was unwilling to allocate scarce engineering resource to certifying the shrinking number of performance cars in its catalogue for Australia.
If Toyota Motor Corporation couldn’t do it, explains Evans, then Toyota Motor Corporation Australia itself would have to take on the task of developing some exciting cars.
“It [TRD Australia] was given added impetus, I guess, by the recognition that it could be one of the keys to unlocking the unavailable people who wouldn’t consider Toyota by giving us an image and a product they would like to drive,” Evans said.
05-08-06, 03:07 PM
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when I drove the new 3.5L Camry, its engine was completely smooth and silent. Felt like it was under zero strain w/268hp on tap.
It doesn't suprise me that the motor can handle a blower, but I thought TRD was done building them.
Personally I'd prefer a 7500rpm redline rather than the supercharger.
Though it's great Toyota is prioritizing performance again.
I'd like to see Ford stick a blower on their new 3.5L engine, it would blow up in 500mi.
It doesn't suprise me that the motor can handle a blower, but I thought TRD was done building them.
Personally I'd prefer a 7500rpm redline rather than the supercharger.
Though it's great Toyota is prioritizing performance again.
I'd like to see Ford stick a blower on their new 3.5L engine, it would blow up in 500mi.
05-08-06, 06:08 PM
#3
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I find it a little amazing Toyota took so long. I have several Internet Toyota and Lexus buddies out in Australia and they so amaze me with their knowledge and modifications of their vehicles I like to refer to them as JDM2.
05-09-06, 05:16 PM
#5
Originally Posted by Lexmex
I find it a little amazing Toyota took so long. I have several Internet Toyota and Lexus buddies out in Australia and they so amaze me with their knowledge and modifications of their vehicles I like to refer to them as JDM2.
05-09-06, 06:58 PM
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268hp V6 AND a supercharger in a FRONT WHEEL DRIVE car? 
Give some credit to Ford and GM in Australia. They do have some marvelous products there which are not available in the states.
Give some credit to Ford and GM in Australia. They do have some marvelous products there which are not available in the states.
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