Celica not certain

Toyota is yet to finalise whether it will reprise the icon Celica nameplate for its new sportscar. To date labeled with its 'FT-86 Concept' tag, the final decision regarding the new co-developed two-door coupe is still to be made.

Toyota Australia sales and marketing chief David Buttner told the Carsales Network his company was still 'workshopping' names for the car, which is expected to go on sale in Australia "early in the second half of 2012".

"We have had general discussions about the value of the [Celica] brand and what we should call the car. But honestly there's no definitive brand name decide yet," Buttner said this morning at Toyota's media preview ahead of Friday's Australian International Motor Show opening in Melbourne.

Buttner is confident that the local Toyota operation will have the ability to use the Celica nameplate should that be what it decides.

"That [no decision] doesn't mean that if we thought [Celica] was an appropriate brand name we wouldn't be prepared to fight for it. If you go back to when there was a change to Corolla's name globally to Auris we put our hand up and suggested given the investment we've made in that [Corolla] brand name in Australia and marketing funds expended, then to try and land another brand it may take a long time and we may lose some kudos."

Buttner says the company will wait for research to be completed before a final sign-off.

"I'd like to see some research… Is the Celica name attached to people of my generation, for example – [people] who knew the [previous generations of the] car well? Does the next generation coming through understand it from rallying? How deeply is it [understanding] entrenched? And is resurrecting an older brand name the appropriate way to launch your foray again back into putting aspirational product into the market," Buttner mused.

"We're testing a whole host of names – some old, some new. At the end of the day you've got to rely on the research -- because [via it] you're talking to consumers -- to really determine the best way to go…"

The Toyota boss doesn't believe consumers will be fazed by the car's Subaru DNA. The FT-86 is the product of a collaborative project between the companies but uses a distinctly Subaru powerplant – an atmo boxer four.

"I think consumers will be indifferent [to where the platform comes from]. But I can't see it being negative in any way. Let's face it, Subaru has a great heritage and is really respected [in Australia]," Buttner stated.

But he's less certain on when Toyota will start to expand its range of "aspirational" products.

"To be honest I don't know [when we will see more cars of this type]… But I saw last week a concept with the RX450h drivetrain, so there are other things being considered.

"Certainly the new global president is very, very keen to ensure this type of product becomes a standard part of the Toyota line-up – to attract a younger demographic and to bring back the excitement and joy of driving."

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