MIMS: Toyota adds speed to sales grab

We've all heard Toyota's slogan "we race, we learn, you win" but at MIMS today the company claimed it was winning by attracting new buyers via its involvement with motorsport and its TRD performance brand.

This year Toyota branches out into more motorsport arenas including drag racing and World Series Sprintcar and continues with its Formula One and US Champ Car involvement. The company is also out for its third consecutive win in the Australian Rally Championship and will campaign a TRD Aurion at Targa.

The company used this motorsport 'cover' to announce it would divert its TRD performance sub-brand from its initial planned 'specialist' dealer chain to the full Toyota network. Effective March 1, TRD's sports-oriented models (Aurion and the much-delayed HiLux) will be sold by every Toyota dealers nationwide.

Buttner said that although the exclusivity of limited distribution favours brands like TRD, providing customer convenience in terms of availability and servicing meant the company decided to make TRD "easily accessible" via its dealership network.

This is a full 180-degree turn on the initial 'exclusive' dealer plans for the performance sub-brand.

"Limited distribution has its appeal," says Buttner. "But customers want the greater convenience of more outlets, especially when it comes to getting their car serviced. We think this will give TRD an enormous boost in the market and allow the full potential of the brand to be realised.

Buttner denied the move was a reaction to poor sales of the single current TRD model, the TRD Aurion. He said sales for the supercharged front-wheel-drive four-door were on plan and confirmed customer deliveries of the TRD HiLux (unveiled at MIMS with the help of rugged St Kilda footballer Matt Maguire) will commence in April.

"We looked at the models established by Ford and General Motors [Holden] and we felt that had proved to be a very successful formula in the marketplace -- having that limited distribution. But upon reflection, we felt we would lose the opportunity to do the mass marketing which we've done successfully for many, many years.

Toyota dealership staff will receive specific training on TRD to ensure they present, sell and service the vehicles to TRD standards, says Buttner.

Australia is the first country in the world to develop and sell cars under the TRD banner. Other countries are now considering integrating the performance brand into their wider Toyota ranges, Toyota boss David Buttner said.

Toyota also showed its FT-HS (Future Toyota Hybrid Sports) concept car (pictured) at MIMS (more here). It was having a two-way bet on its target relevance, referred to it as both the "Future Supra' and a "Prius on steroids".

The hybrid-powered rear-drive sports coupe was produced by Calty -- Toyota's research and design outfit in California. It uses an electric motor combined with the well-used corporate 3.5-litre V6. Toyota predicts the FT-HS would do the 0-100km split in around 4sec, and says its target (combined) output is around 300kW.

The Prius will earn Toyota one million sales by April this year, with 8000 sold to Australian buyers since its introduction. A new generation model "is just around the corner," says Buttner.

Toyota says the 'learn' component in its race-related sales spruik is proven by the company's introduction of a range of new engines last year that all were more powerful and more efficient than the units they replaced.

To comment on this article click here.