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Wednesday, January 23, 2008

Toyota TRD Aurion In Depth (AU)


Toyota expects to add more passion and excitement to its brand image in Australia with the launch of the TRD brand of performance-enhanced vehicles. "The TRD brand is going to be worth far more than the immediate sales it generates," Toyota Australia's senior executive director sales and marketing, David Buttner, said. "The TRD brand will enhance the Toyota brand by adding more style, performance, excitement and the ability to turn heads. As well as bringing new customers on board, TRD will be the pinnacle brand that will attract younger buyers to Toyota and engender greater brand loyalty."

Mr Buttner said this was the first time in the world TRD had been established as a separate vehicle brand under Toyota. "Market research has demonstrated the potential of the TRD brand with its awareness in the target market already matching that of Subaru's STi and Mercedes-Benz's AMG," he said. "The great performance of our TRD rally team, with Simon Evans winning the drivers' championship last year and combining with Neal Bates to win the manufacturers' cup, has contributed measurably to TRD brand awareness in Australia. The high recognition of the TRD brand - even before the first TRD product was launched in Australia - demonstrates the importance of having a strong motorsport heritage, which Toyota has built up over the past 50 years."

Mr Buttner said TRD would develop a range of vehicles, not just variations based on one locally produced car. "As we invest in and develop TRD, there is no limitation to the donor vehicles available for our expansion," he said.

The second model to be introduced late this year will be TRD HiLux. Based on a 4WD Double Cab, it will feature a supercharged 4.0-litre V6 engine that will lift power substantially over the standard engine's 175kW. A feasibility study is underway on a third model. TRD vehicles are designed by Toyota Style Australia, headed by Paul Beranger. TRD vehicles will have the same new vehicle warranty backing as other Toyota vehicles.


TRD Aurion has a stylish range of Toyota Genuine Accessories designed to enhance and protect its sporty appearance. All Toyota Genuine Accessories are researched, developed and tested to comply with Toyota's exacting standards for safety, durability and quality. The range of protective accessories for TRD Aurion helps to maintain the appearance of the panel and paintwork to maximise potential resale value.

Matthew Callachor, divisional manager of Toyota's Customer Service Division, said TRD Aurion's headlamp covers and bonnet protectors were an example of form and function combined. "The Toyota Genuine Headlamp Covers and Bonnet Protectors have been carefully tailored to fit the shape of the vehicle," Mr Callachor said. "They have been designed for a secure fit, and are easy to remove for thorough cleaning. The headlamp covers have sparkling clarity and the strong acrylic is resistant to scratching and ultraviolet light."

The Toyota Genuine Bonnet Protector will help to prevent the leading edge of TRD Aurion's bonnet becoming damaged from stones kicked up off the road. The rear scuff guard has a useful extended bumper overhang to help protect the rear bumper from everyday knocks and scrapes that can result from lifting luggage in and out of the boot. The high-sided Toyota Genuine Boot Liner, moulded from flexible and durable polyethylene, helps to keep the boot interior in great condition by protecting the boot floor from spills and other cargo damage. The Boot Liner features a non-slip raised pattern to reduce cargo movement during transportation. Front and rear Slimline Weathershields allow both driver and passengers to open their windows slightly while remaining protected from the elements.

TRD Aurion owners can maintain the optimal performance level with a new fixed-price service plan offered with the vehicle. The Toyota Advantage Service Plan offers up to four standard scheduled services for just $120 each at authorised TRD Service Departments. The new TRD Aurion offer is available for the first four services within the first three years or 60,000 kilometres of driving, whichever occurs first.* Toyota Australia's recommended service interval for TRD Aurion is 15,000km.

"The Advantage Service Plan is an extra benefit for TRD Aurion owners, saving them money and providing clarity on the total costs they can expect to pay during the TRD Aurion warranty period for standard scheduled servicing," Mr Callachor said. "The Toyota Advantage Service Plan gives customers increased access to our specialised technicians at an extremely competitive price," he said.

All Toyota Genuine Accessories purchased and fitted to a Toyota are warranted for the remainder of the New Vehicle Warranty or 12 months, whichever is greater. Toyota Genuine Accessories purchased from an authorised Toyota Dealer over the counter are warranted from the date of purchase for one year (unlimited kilometres). Conditions apply. All warranties are additional to the implied warranties under the Trade Practices Act 1974.

*Standard scheduled services eligible under the Toyota Advantage Service Plan are as per 'maintenance for normal operating conditions' outlined in the Warranty and Service Handbook's service schedule. Toyota Advantage Service Plan eligibility excludes government and rental vehicles and certain other exclusions apply. Terms and conditions apply.


Toyota will sell its range of TRD vehicles through a specialised network of TRD dealers. TRD dealers will be situated within established Toyota dealerships that are located close to target customers and will be mostly in metropolitan areas. Each of these chosen TRD dealers will have dedicated zones within their dealership set aside to showcase the TRD range. These special areas will be staffed by personnel who have been trained in customer service for the TRD brand. TRD zones will be dressed in the TRD livery and set up to best showcase style and performance aspects. Twenty-six TRD dealers have been appointed across Australia as part of the initial launch. Later in 2007 a further 15 dealers will be added, including a number of regional dealers.

John Forbes, general manager of Brighton Toyota in Melbourne, said that his company was well underway with preparations for the launch of the TRD brand at his dealership. "We have already nominated our team of seven, which includes service specialists, parts and technical people as well as sales and management staff," Mr Forbes said. "This will not just be a car on a stand. We have themed the showroom and offices. We have even set aside and themed a special service bay for TRD vehicles which is clearly visible to customers."

Special training is underway for staff at Brighton Toyota and the company is gearing up for its own launch, first to its personnel and then a launch to its target audience of special customers, existing customers and new customers. "We will do a range of targeted marketing through a variety of media," Mr Forbes said. "We will address the specialist media as well as our traditional media. We are confident that the TRD brand will represent a large part of our business in years to come."

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Related entries:

Toyota TRD Aurion and Hilux World Debuts
New Toyota Aurion: In Depth (AU)
Toyota TRD Aurion Race Ready (AU)


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