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Toyota Australia axes TRD brand

By George Skentzos |

Toyota Australia has pulled the plug on its TRD performance brand, citing the current global financial crisis as the determining factor.

Toyota Australia axes TRD performance brand

Just 888 TRD vehicles have been delivered since the brand was established in Australia, with the last model set to roll off the production line on March 31, 2009.

The TRD Aurion accounted for 537 of this total since it was first launched 16 months ago, while the TRD HiLux sold 351 units in a much shorter space of time.

“Toyota has a responsibility to ensure its core business activities, and the people who rely on them, are protected for the long term,” said David Buttner, senior executive director Toyota Australia.

All TRD owners will be covered by Toyota’s new-vehicle warranty and the company would continue to supple parts in order to meet its legal obligations.

“Toyota made a significant financial commitment to TRD vehicle conversion and clearly understood short-term profitability was unlikely,” Mr Buttner said.

All employees involved in the TRD performance branch will be located to a new role within Toyota.


 
  • http://www.caradvice.com.au Matt

    As much as it is a shame, I can’t really say I’m surprised.

  • VW Freak

    What a load of rubbish, using the current economic climate as an excuse is really pathetic! Admit it Toyota Australia, the TRD was just purely a waste of time and effort, wasn’t it?

  • http://skyline The Salesman

    So what happens to the dealers that dedicated funds to signs, showroom space, special service bays and equipment? This is disappointing. Toyotas reputation will see them weather the storm.

  • Myke

    Lol, I agree with you VWF, blaming it on the economic climate is questionable, it would probably cost more to close the brand, then to keep it going.

    But really, did they honestly think TuRD was going to be successful?

  • http://www.myspace.com/tjantilag Tom Jakovljevic

    Good riddance to TuRD

  • Tyson

    Haha Tj, As if you’ve ever driven one,

    The Aurion was a flop, too many models, too many produced, The Hilux however is pretty much sold out, Can not get enough of them!

  • nix

    It was never going to happen, I guess they found that out!

    BTW VW Freak, HSV sales are down about 20% ytd, FPV down about 5%, this particular market segment is going to become pretty interesting I think.

    Diesel and gas hsv/fpv vehicles, imports let alone the W427 build cut, it getting tight out there!

  • Marcoz

    Look they are a nice car, and toyota’s in my book are without doubt a dam reliable car to have but FRONT WHEEL drive supercharged $57grand…nup…no can do…

  • http://Mini Ben Larden

    The writing was on the wall. Toyota’s product planners got it all wrong. A TRD Corolla, and Yaris would have been better than a TRD Hilux.

  • http://www.myspace.com/tjantilag Tom Jakovljevic

    Tyson, I was “lucky” enough to drive a Aurion.

    My shipment of fail arrived exiting a roundabout…

  • Alloys

    Economic crisis blamed for TuRD failure?? Are Toyota kidding ?? TRD was a total failure from the start. Camry|Aurion is an old peoples car with NO performance capabilities whatsoever. Toyota have no expertise at all and should not try to make cars with any character, performance or driving enjoyement at all……..TRD failing is 100% proof of this.

  • http://skyline The Salesman

    Alloys
    Toyota have F1 experiance, this would count for somthing i am sure. I would have liked to see a AWD TRD.

  • VW Freak

    LOL, are you serious TS?!? They’ve never won a F1 race, and they spend the most money in the sport!!!

  • http://www.caradvice.com.au/19947/toyota-australia-axes-trd-performance-brand/#comments Hans

    Good move Toyota. Conserve your cash. Save your ammunition to buy out Holden later when they are dumped after GM goes bankrupt in the next couple of months. At least these guys have the brains to stop investing in something if it loses money not like the idiots over in Detroit.

  • http://www.myspace.com/tjantilag Tom Jakovljevic

    The thing is, they didnt sell any from the get go, the economic crisis is just an excuse to pull the pin on the failure of the TRD experiment.

    How about you make some real performance cars next time Toyota?

  • Adam (aka Mada)

    Reminds me of the effort of trying to outgun falcon and commodore sales with aurion.

    Toyota have been trying that since the wide body camry of 1992.

    How about RWD, V8 options, ute, wagon and oh yeah, handling dynamics.
    That would certainly give Toyota an equal start.

    I drove a TRD aurion only just yesterday, the package is simply not enough to play with FPV and HSV.

    Who were they trying to market towards anyhow? cardigan wearing rev heads!?

  • Adam (aka Mada)

    Hans,

    Yeah they just wasted a bucket load of caah trying too make TRD work, thats smart…

    Obviously FPV and HSV have done thier sums!

  • Alloys

    Formula 1 experience? So what !! Like I said Toyota build cars totally devoid of character and enjoyement so they obviuosly dont put anything from F1 into ANY of their cars!!

    They will soon NOT BE involved in F1.

  • sgt.sweetchuck

    The game’s changed.

  • Tyson

    People forget that the TRD Aurion was not marketed at the people who buy V8′s. (HSV FPV) Its aimed at the Luxury performance market, Audis, VW’s etc, not the bogan class, In its own right its a great car to drive, they never tried to be the fastest! people miss this point way to often.

  • Adam (aka Mada)

    Tyson,

    Ok, TRD still didn’t handle like the luxury performance market, heck FPV and HSV (bogan) can play with the luxury performance market more successfully.
    That’s rather sad.

    It maybe a great car to drive in it’s own right, but funny thing is competition exists…

    That’s why TRD failed, it simply wasn’t doen right from product to marketing.

  • Bucket

    Can’t say I’m surprised…A lot of development for not much return…

    Still waiting for TP to come out of the woodwork :)

  • JasonP

    Toyotas entry into F1 ha been a monumental failure, by any measure, unless your goal is to waste literally billions of dollars.

    Same with TRD.
    The first Aurions blew up, & were recalled.
    They reduced the power compared to what they had planned, because of the Front Wheel Drive Torque Steer.
    It was nowhere near as quick as an HSV or FPV, & ddn’t even really compete with the SS or XR6 Turbos.

    It was an orphan car rigt from the get-go.

    At least they tried, but it looks as thoughthe engineers were trumped by the Accountants.

    a TRD HiLux? Who cares?

  • Alex

    Well thank god for that. What a waste of space those cars were! I didn’t drive an Aurion, but I have driven a Hilux TRD and it was one of the worst cars I have ever driven! Performance “Toyota Style”, in other words, no performance at all, harsh transmission and bad ride, not to mention a general lack of handling and quality. One of the worst test drives of my life and I have done many. Glad the UK won’t be tainted with any. And if the Aurion was FWD, well it’s no surprise is it?

  • David

    For Gods sake people, this was doomed from the start.

    Who in their right mind buys a Toyota ?

    Especially ones that smelt like a warm, steaming pile of TuRD’S ?

  • Richo

    Toyota FAIL at understanding Australia’s large car market, lets face facts here. TRD = Fail, Avalon = EPIC FAIL

    stick to corolla’s, camry’s and 4WD’s and you’ll be fine toyota, don’t try and be something your not!

  • Duck

    888 cars, that’s shocking! Oh well. HSV and FPV will just continue on. Why did TRD do so bad? Was it because of their car (the TRD Aurion) that had to much power for a front wheel drive vehicle OR nobody believe Toyota could build a real sportscar for the price OR did everybody just turn away at TRD’s offerings and go and look at what HSV and FPV have better to offer?

  • Duck

    Adam (aka Mada) Says:
    December 19th, 2008 at 5:35 pm
    Tyson,

    “Ok, TRD still didn’t handle like the luxury performance market, heck FPV and HSV (bogan) can play with the luxury performance market more successfully.
    That’s rather sad.

    It maybe a great car to drive in it’s own right, but funny thing is competition exists…

    That’s why TRD failed, it simply wasn’t doen right from product to marketing.”

    Question: Adam how are HSV buyers more bogan or are bogans compared than FPV buyers?

  • Tyson

    He was refering to my comment on an “Australian Bogan Market” not nescesarrily all, but it is the aussie dream to have the HSV or FPV in the shed, not a TRD Aurion ;)

  • john

    wohoo when can they get rid of toyota too?

  • AAA

    Credit crunch.

  • Captain Mainwaring

    What an eminently sensible decision. But whoever decided to do this thing in the first place should now be on the night shift shelf stock at the supermarket.

  • NotTheStig

    Well, they might be a rare thing now but check out carsales dot com dot au and see how many TRD’s there are for sale – many pages – quite a few…

    Good riddance IMHO – they looked like what they were – just tarted up Toyotas with no style, just vulgar red trim etc. Hardly a budget priced M series equivalent…

  • Faster

    TRD blames the economic crisis for its exit. At the same time AMG and M sales are going through the roof. Maybe TRD just didn’t meet customer expectations….

  • http://. Naughytius Maximus

    TP……come out come out from your bubble world wherever you are?

  • Cupid Stunt

    The TuRD has finally been flushed from the pan.
    Honestly they could have come up with a better acronym.
    How many dimmo’s will now think their Aurion TRD will become a classic now?

  • phillip

    Oh what a feeling…

  • LSD

    TRD = a joke. who would pay heaps more money than an XR6 turbo and get only 1\4 as good a car?
    What did they expect would happen ? The Aurion is just a V6 Camry so did they expect by putting shit looking body kit on would make it any better? The most overpriced Camry ever !

    Oh What Another Failure…………Toyota !

  • Mikez

    I dont mind that they blame the economic crisis, just be glad its gone!

  • Bavarian Missile ( . ) ( . )

    Saw my first TuRD Roll-lux today ? Guess I wont be seeing many more now ,awwwwwwwwwwwwww !

    Back to the drawing board Toyota. FAIL!

  • Wheelnut

    Quote [Adam] It maybe a great car to drive in it’s own right”

    Adam as they say in the building industry a house is only as good as its foundations.
    The TRD might have been a fairly good sports car.. but look at what it was built on compared to what HSV and FPVs are built on.

    Toyota had the opportunity to make their All New family sized car RWD – [with all there money and resources etc] so why didn’t they? If they did you might have seen a few more TuRDs on the street

    Cupid one of the other funny acronyms is Toyota Australia Rally Team or TART

  • gtcortina

    With all the anti-FWD sentiment in this country it makes you wonder what people would drive if GM and Ford US stopped spending so much money developing RWD platforms for such a small market.

    I know GM shares the Commodore structure with some US brands but still makes you wonder……

    (Playing devil’s advocate here ’cause I also love RWD)

  • Wheelnut

    Only 888 TRDs sold. Leyland sold more P76s than that. So which car is the Aussie Lemon? [BTW the P76 won COTY]

  • Yoho

    I blame Toyota Australia for launching a destined to fail initiative at a time where car sales were sliding.

    If they had any chance, they should hae started by creating sport variants from the Yaris and Corolla rather than the bigger guzzlers.

  • Wheelnut

    GT Cortina – yes but unlike Toyota other car manufacturers have shown that it’s possible to build a potent FWD small-medium sized car that can perform and handle exceptionally well.. The Volkswagen Golf is a perfect example.

    However; I think one of the reasons [if not the main reason] people are so happy about the TRD going is because as usual Toyota made a number of claims or promises about the Aurion etc but they just couldn’t deliver.

    We have a legitimate excuse to make anti-toyota comments because they have shown that Toyota make mistakes; that [some of] their products aren’t as good as the competition;
    or their marketing department would like us to think

    But once again Toyota have come up with a half-a–ed excuse in an attempt to hide the truth

  • Geni

    ^^ Yeah but it was the 70′s, everyone was too busy getting high, it probably won because it looked like a potato wedge.

    As for the demise of TRD Oz, well no surprise there. But blaming the economic crisis is a piss weak excuse. The fact is the cars weren’t good enough to compete in the luxury performance sedan market they were in, and too expensive to try and take on the cheaper yet faster XR6T’s and Commodore SS’s, and too heinous to take on base model euro sedans. And most of the mentally deranged, the only market they appealed to, aren’t allowed to have a car license.

  • GGG

    TRD wasnt bad it just wasnt good value for money.

  • Andrew M

    Yep,
    good value for money would have been mid $20K, about a third of what they were asking.

    I volunteer to help pull down any remaining billboards.

  • JAMIE WHINCUP IS A LEGEND

    Hey TuRD >>>>>> THE GAME IS OVER !!!!!!!!!!! sucked in you lost AGAIN ya motorsport cheating, try hard performance, sore loser Toyoda, hahahahahahahaha HOHOHOHOHOHOHO hahahhahaha,

    OH WHAT A REGECT !!!!!!!!!!!!!!!!!!!!!!!

  • JAMIE WHINCUP IS A LEGEND

    Whoops typo, OH WHAT A REJECT !!!!!!!!!!!!!

  • anthonii

    It kind of sucks, I wish there was more competition with HSV & FPV…

  • JAMIE WHINCUP IS A LEGEND

    OH WHAT A TERD !!!!!!!!!!!!!!!! TOYLETA

  • john

    i always see this corolla on the westgate freeway with the plates saying SIRTRD…hahahahaha! oh what a farting! TRD!!!!

  • Tom

    I really liked how the TRD Aurion looked

    it would have been a great buy for roughly 40k, just replace the anemic sportivo with the TRD and your set.

    No one in their right mind would buy one above a SS or XR6 turbo.

  • Flying High

    Well all that can be said has been said; perhaps with the exception that Toyota might finally:

    a) stop pretending it makes performance cars for Aus and accept that place in mediocrity (where the most buyers are anyway)

    or

    b) learn from the glorious f#ck up that was TRD and now build a proper RWD or AWD sports car that does not look like a bloated cane toad.

    Good move on shutting up shop on the TRD Toyota.

  • Camski

    At least the Aussies working for Toyata’s TRD arm keep their jobs.

    Look at the competition, axing jobs like no tomorrow. It’s one thing to look at the cars, it’s a second thing to take into account that the companies (Toyota, GM, Ford) are FUNDING PEOPLE and their FAMILIES.

    I’m sorry, but looking at all this Toyota bashing when it’s the competitors that are really hurting the Australian people really shows how shallow minded some of us are.

  • Geni

    ^^ The 17 toyota people that work on the TRD products will keep their jobs, however the 13 Prodrive employee’s that assisted TRD are unlikely to keep theirs, so there is employee fallout from this.

    Lastly if the competitors were raking in killer profits and still cutting back people, then I’d agree with you. But for the Australian people it is better that Ford and Holden cut back jobs now and still remain in business than go full guns now and completely collapse 1 year from now. Toyota Aus is making money, so its hardly that noble of them to keep 17 guys on the payroll. I mean its good, but kind of expected too.

  • The Realist

    What were they thinking by selling these at $55K+ ???

    Should have been AWD or RWD in the first place.

    And a lot cheaper.

  • Dont Be Sour Grapes

    Yes! My 2nd hand TRD Aurion is now becoming limited edition!

    I don’t see what the problem is. At $56k++ they were a ripoff, whoever priced it that high was probably smoking something. At $49,990 driveaway now, they’re cheaper than a Liberty GT Spec B and can out run it. Way faster than Mazda 6 MPS which is the same price. Got problem with the handling? Chuck in a front strut brace and rear sway bar for less than $500, problem solved.

    No, I don’t think it is in the same league as HSV and FPV. It actually has electronics that work, so it’s no HSV. And it still hasn’t rusted, so it can’t be a FPV either.

    All that performance for 10.9L/100km. Not the best car, could be better, but still misunderstood. I still love it when people completely underestimate the car just because it’s a fridge-on-wheels Toyota, and left to smell my smoke.

  • paul

    Thats until your supercharger go’s BANG.
    They blew up when they were released and are still blowing up.
    Hope you got heaps of warranty.

  • Dont Be Sour Grapes

    Really!! Any evidence to say they are still blowing up?

    Strange, I flog my car extremely hard on a daily basis. Nothing has malfunctioned. Got a link for this?

  • Andrew M

    I thought they already had a strut brace fitted standard???

  • Dont Be Sour Grapes

    No….they don’t. They firmed up the suspension from the normal Aurions but did not add a strut brace. Remember, this is Toyota we’re talking about!

    Imported a strut brace for $200 and a sway bar for $300, man that really helps the handling HEAPS. The car is inherently heavy and wallows in a turn. The brace minimises the body roll and allows for much sharper turns under power.

  • Adam (aka Mada)

    Wheelnut,

    I was refering to the comment made by Tyson.

    He claimed the TRD was a good driving vehicle in it’s own right.

    I countered by saying that basically that would be true is it was competing with itself.

    There are far more accomplished vehicles on the market than TRD.

  • Andrew M

    Sour,
    just checked, no they didnt, you are right.

    Thats a bit Pov considering the camry Sportivos came with one

  • Andrew M

    So what did you pay 2nd hand??

  • ZANDIT

    Just came back from Singapore, where the love of cars is just phenominal. Just about every model of car on the street I saw at some point with a full bodykit, except a camry!! saw a couple of Aurions as well, but they don’t pretend over there it was badged as “camry v6″ – as it should be here – STOP PRETENDING TOYOTA AUST!!!

  • Dont Be Sour Grapes

    Andrew:

    Paid $35k for a car with 18k kms on it.

    Overall, I think it’s a great car. Not for a full-time petrol head but if you want the space and comfort, and occasionally want to drive fast, it does the job quite well. I am also enamoured with the build quality and reliability, have had ZERO problems despite driving it very hard. Although it is Australian-built, Toyota must have brought their Japanese heritage and expertise with them when making the car.

    Now I’m saving up for a Lexus IS-F, the best performance car that Toyota has.

    ZANDIT:

    The way that cars are priced in Singapore, if you’ve got a car, you’d love it like they do! My colleague paid $82k for a Corolla a few years back, when their dollar was slightly higher than ours. Imagine paying that kind of a coin for a ‘Rolla!!!

  • LSD

    De Sour Grapes………..i think the only thing you flog hard on a daily basis is yourself ! Admit it, face facts…..its a poorly executed tart up of a CAMRY ! lol Thats why they have pulled the plug on them ……..

  • Dont Be Sour Grapes

    LSD: Of course, being on forums you can say what you want. Unless you’re willing to meet in real life, there’s no point slinging mud here unless I can convince you in person.

  • paul

    Dont Be Sour Grapes Says:
    December 20th, 2008 at 8:57 am
    Really!! Any evidence to say they are still blowing up?

    Strange, I flog my car extremely hard on a daily basis. Nothing has malfunctioned. Got a link for this?

    Had a friend that has had 2 of these cars and blown them both.
    Ask stuart toyota in Sutherland NSW they fixed them for him.

  • Falcodore

    Toyota came up with the aurion to compete with the commodore and falcon. Then they came up with trd aurion to compete with hsv and fpv. Anyone who thinks otherwise is just fooling themselves, just like toyota tried to fool the buying public.
    It now seems that ppl looking for a REAL performance bargian realised that trd is just a tarted up v6 camry with no performance credentials.
    As said by a famous japanese race car driver, (whos name escapes me) who tested the LF-A at the nurburgring, “toyota are good at making money, not sports cars”

  • Andrew M

    sour,
    a better performing XR6T 2nd hand would still be better value.

    you must compare 2nd hand prices with 2nd hand prices

    all round 2nd hand prices are better value

  • Wheelnut

    Auote [Flying High}: “….Toyota might finally:

    b) learn from the glorious f#ck up that was TRD and now build a proper RWD or AWD sports car that does not look like a bloated cane toad.

    Funny you should say that – because yesterday I was at the traffic lights next to a TRD Hilux which sounded like a bloated cane toad at idle and even worse when the
    hill-billy hit the accelerator.

    Then as he turned right the thing nearly rolled like its cousin the Kluger did

  • Joe

    Toyota losing money, TRD closing down, Honda pulling out of F1, Subaru pulling out of WRC, so maybe it’s not just GM,Ford & Chrysler who are having a tough time at the moment eh!

    BTW my G6ETurbo is going like a dream and whenever I see an Aurion TRD(which isn’t very often) the envious looks that my car gets from the TRD drivers just reassures me that I made the right decision and so did Ford with the FG.

  • Joe

    BTW what do you all mean TRD vs FPV & HSV? The TRD Aurions can’t even compete with the XR6Turbo and the G6ETurbo. They are soundly beaten on price, performance, styling, handling, comfort, features and safety.

    Oh what a feeling! and the game hasn’t changed, the pretender has just given up.

    My anti-spam word is 300kw which is just about spot on.

  • Frenchie

    Just goes to show how much money a car manufacturer throws at a given project, even when it fails!

  • Wheelnut

    Joe the reason we make comparisons between TRD HSV and FPV is because:

    TRD is Toyotas Performance division in the same way that FPV is to Ford and HSV is Holden or STi is to Subaru AMG is to Merc-Benz M division is to BMW etc

    They take a “Factory Standard” car and make a series of finmprovements modifications and enhancements to it to take it to the next level [so to speak]

    If HSV and FPV can turn a Commodore or a Falcon into a Sports Car with superior performance and handling etc compared to the car on which its based.. then Toyota should be able to do the same thing.. shouldn’t they? particularly given their wealth and resources etc

  • Dont Be Sour Grapes

    The fact that TRD could not change the Aurion to a RWD/AWD because of Japan HQ’s insistence is a big reason why the TRD Aurion is as nerfed as it is.

    I have a feeling that RWD is currently only reserved for Lexus. It doesn’t make sense that TRD doesn’t have the technology, because the AWD drivetrain with the 2GR-FE engine is easily available via the AWD Kluger.

  • Dont Be Sour Grapes

    As “bad” as the car is, it’s still a solid, reliable car that I can bring cruising on the weekends. We can only hope that when TRD return, they will bring out another car that will seriously give FPV and HSV a run for their money.

  • Mr Hemi

    I’ve been selling Toyota’s for 5 year now and was over the moon when I heard TRD was being released.
    But when I found out it was a front wheel drive and wasnt being targeted at HSV and FPV, i had a bad feeling it would fail!
    Once a gain Toyota have shown they have had there balls sergically removed!
    I was lucky enough to give it a rip on the race track and then had Neil Bates take me on a fast lap, and it was mind blowing, but not being rear wheel drive,and being 50K + was a recipe that would never get them over the line with Holden and Ford faithfull.
    The Corolla should have been the 2nd in line for TRD, and instead we got the tough but over priced TRD Hilux!
    The US get a V8 super charged Tundra and we get what!
    Once again Toyota have done a half hearted job, that failed!
    Though I’ll give you the tip, 2nd hand TRD Aurion will be cheap, and is still a great car!

  • http://skyline The Salesman

    A pitty it did not take off. These are a dynamic car to drive. Well done Toyota for having a go. Maybe a Yaris or Corolla hot hatch TRD next time.

  • Joe

    Wheelnut, thanks for the explanation of why we should compare TRD to HSV & FPV. My previous comment was a little tongue in cheek and my point was why bother comparing a TRD to the other Performance Arms of GMH & Ford when TRD has a hard time even when compared to the regular sporty Fords & Holdens, let alone the Performance versions.

  • Falcodore

    The local toyota dealer here just put up (about a month ago) new signs incorporating the TRD logo. Wonder if toyota will reimberse them or if they have to cop it sweet?

  • gtcortina

    Falcodore – Part of running a business I guess. Have to take the wins with the losses even when they are out of your control.

    All this and all the other Japanese car makers pulling out of motorsport commitments prove is that the Japanese car makers (along with Ford eg selling Jaguar, Mazda shares etc) know when to cut their losses before it is too late. GM and Chrysler just go looking for handouts.

    The danger is that if one goes it could cause a domino effect as they use common suppliers that would suffer.

    Lets hoping it never happens.

  • Andrew M

    Gtcortina,
    its not just the parts shortage,
    its the job losses that will reduce retail spending even further aswell.

  • gtcortina

    Andrew,
    Your right, I just hadn’t gone that far down the line. For all their money you would hope the US Govt are able to stake a claim in each company.

    Then again how many times has the Australian and State Govts assisted local producers?

  • Andrew M

    Gtcortina,
    thats right, it sure doesnt stop at the auto industry like many seem to think

  • Motorhead

    Not really a surprise you can’t sell half baked cars to enthusiasts no matter how much you spend advertising them.

  • Phil

    re: The Salesman

    obviously your not a salesman cos signs are supplied by toyota, they dont need any more special equipment for servicing and dedicating funds for showroom space?…. this is what happens, the TRD is replaced by another car *shock*

  • Yanzo

    what??? why? keep the trd brand. toyota needs a performance brand. lexus looks crap…

  • Pablo

    Has this decision made these cars “collectable”?

  • Wheelnut

    They are about as collectable as a Holden VT XU6 which was HSVs only attempt Enhanced Supercharged V6 Sedan.. which wasn’t that popular either

    However; the XU6 used an Eaton Supercharger – the ssme one the TRD Aurion had when it had the “Engine Fire” when it was released.. but HSV didn’t have any such problems.

  • Pablo

    The difference between the XU6 & the Aurion is that HSV offered much better & more powerful cars at the time. Toyota is unlikely to offer a similar car to the TRD Aurion for some time.

    Looking back at it now, the XU6 was never going to be a success anyway – auto only with 180kW, not really something that gets the heart racing.

    Not a huge fan of the TRD Aurion, but I’ve never actually driven one to compare.

  • http://australiancaradvice McKay

    Wheelnut : there was only ever a single engine fire and a very lonely engine fire at that. On the other hand, many hundreds of Commodores and HSV’s were returned to Holden with various issues associated with the GEN3 while today HSV’s are still notorious for breakdowns. Only recently, even the Holden owned magazine ‘WHEELS’ stated .. “it appears HSV and track days just don’t go together”

    A lonely single occurance from TRD just does not compare to hundreds are let downs from HSV and even the couple of hundred FPV’s with initial clutch problems.

    In continuation, it is a shame Toyota decided to fold TRD in Australia because with time and persistance they had potential to really make something of it and i believe that was even starting to show. I guess a stop has now been put to that.

    Toyota may have folded TRD in Australia but in recent times Ford has parted ways with Aston Martin, Jaguar, Range Rover and even reduced it’s stake in Mazda from 33.4% to 13% or less.

    GM and Chyrsler have been in the doghouse for a long time and without the recent bailout from Bush, it was almost certain they would have collapsed entirely. Although they have received some cash to keep them going, alot believe they will be back in 6 months for more while in the meantime thier entire empire has to be restructed … how many brands have been slated for removal !!

    Apart from that .. Honda has withdrawn from F1, Subaru from WRC while Audi, Ferrari and Porsche have all put forward notices of withdrawing from a number of European motorsport events so it is fair to say they are all feeling the pinch and right now, they are all learning some hard lessons … all of them, Toyota included.

    Initially, 427 x W427′s were to be produced by HSV but now less than half of that will be assembled.

    Lesson .. $100k plus Holdens / HSV’s are not sustainable against marques like BMW, Lexus, ‘Benz, Audi and Jaguar so they should just stick to making cheap bang for your buck
    thrills which are compromised in most areas to make them cheap and not compete directly with the bigboys. The market just proved that with the W427.

  • Superoo

    This is not a huge surprise. Toyota totally misread the market with this one. They have built a reputation for reliability at a modest cost and they sell on this reputation. Corolla is outclassed in many areas (does it still not have ESP available?) and yet still sells in droves. Performance and paying 50-60K for it would hardly be at the forefront of their target market. HSV and FPV may very well be compromised in certain areas but they have a large and established fan base. Add to this that Holden and Ford have performance cars in their range costing 10 grand less which most reviews placed ahead of the TRD offering and it was always going to struggle.

  • bye bye DCM

    camry/aurion are just plain nerd cars,no style or sportiness at all. and whats with the 1960s foot hand brake.
    only ever see indian or pakistani people driving em,yes i fear camry drivers are now the new volvo drivers.

  • VW Freak

    Get your facts right BBD, nerds drive MKV GTIs, Minis, etc. etc.

    Only the Aurion has a foot park brake.

    And, it’s actually knobs that drive Camrys and Aurions.

  • VW Freak

    Superoo Says:
    December 21st, 2008 at 10:34 pm

    “Corolla is outclassed in many areas (does it still not have ESP available?) and yet still sells in droves.”

    The everyday drones of Australia have no idea what stability control is, although December production will have it available (optional on Ascent/Levin SX, standard on everything else).

  • Wheelnut

    Mckay – I know there was only one Engine fire.. the cause of which is some what debatable.

    Because despite Toyotas claims that it was caused by a diconnected conrod. The fact that when it was re-released they switched from a Eaton Supercharger [which it had at the time of the fire] to a Sprintex Supercharger is enough reason for people to suspect it was the Supercharger that caused the engine to seize and catch fire

    We will never really know.. However; there is no denying it happened.. and the car was recalled [or to use Toyo-jargon "suspended from sale"]

    Given the hype that surrounded the launch of the TRD; for such a [potentially dangerous] mechanical malfunction like thatto occur would have and did have a negative impact on the sales of the car.
    TRD never really recovered from the fire – and the fact that they reduced the price 2-3 times shows that

    You don’t get a second chance to make a first impression.

  • Wheelnut

    Sure HSVs brakes aren’t really up to the heavy braking that goes on on a racetrack

    But you don’t want to be driving round a track lap after lap at relatively high speeds having to constantly make adjustments for understeer or oversteer as you would with a “FWD Performance Car” [oxymoron] tailslides etc

    Which would mean that you would have to be riding the brakes to help get the car back online everytime you entered/exited a corner – and would wear out the brakes just as much as you would in an HSV.. not to mention the tyres

  • Wheelnut

    GM are restructuing and there are a few brands that are going to be axed as a result.

    Unfortunately for you though Mckay… Holden isn’t one of them.

    GM have already released a statement which says that they will be Holden on to Holden and Opel not only for regional presence but also their engineering; RWD expertise; ingenuity and flexibility.
    Don’t forget that Holden is operating at full capacity whereas there are a number of factories in the USA operating at less than 70%.
    They currently have the One assembly line but they have plans to build a small/medium sized car [which are almost certain to get the go ahead] on the old vectra line.. its expected that it will either be an Astra or Insignia

  • Golfschwein

    Well, well, well…….a complete success!

  • http://www.laversdesign.com Aaron

    If they were smart they would have made the aurion AWD, then they could have had a decent car… Or have just made it a conventional RWD in the first place, great chassis let down by tight arses.

  • 1SQ

    I’m not surprised. TRD Oz never marketed these cars to the right segment of buyers a monumental balls up! They should have done a Corolla and Yaris. Oh well another Prodrive stuff up indeed. Prodrive (who build TRD and FPV) are really losing the plot! Firstly the build LE FPV’s that are really a Falcon SR and try to flock them off as special editions (CRAP). Also they have lost the contract for the Subaru WRC team. Nick Fry “killed” Honda F1 team and nearly “killed” FPR! I think Prodrive is in for a bumpy road over the next 12-18 months. Dave Richards better step in again and fix Prodrive ASAP.

  • Wheelnut

    Hollow Man – its true HSV planned to make 427 W-427s. The first run of which sold out within days.

    However; HSV have listened to their customers – those who ordered on of the first 90.. The customers said that as they were paying $150K [a $70k premium over a Clubbie] for an HSV they wanted a bit more exclusivity as they thought that the intended 427 was a bit too much.

    Therefore; HSV decided to cut production back a bit to a more limited number of 200.. Apparently half of the second [and final] run of 427s are also sold.

    Another reason is due to the availability of the LS7 V8 – same one that is in the Corvette. Which is why I think Holden Engine Company should start making V8s again

    Not only that but if they made 427 W427s by the time the last ones were built they would be close to the launch of the new VF and so they would probably end up in a similar situation as to what happened with the iconic VL SS Group A Walkinshaw; where the last of them were delivered to dealerships with the bodykits etc in the boot.

    Maybe if TRD made a limited edition Aurion with individual numbers etc they might have sold a few more

  • http://australiancaradvice McKay

    Wheelnut : what drugs do you take, TRD NEVER switched superchargers on the Aurion so i would love to know were you get your grossly incorrect information from.

    And another point, when the blown engine occured, initial media reports circulated that the car had crashed and occupants required hospitalisation but none of that was true either and later were forced to pull thier stories because it was plain and simply wrong.

  • http://australiancaradvice McKay

    Wheelnut : TRD Aurions already did have individual numbers, same with the Hilux.

  • Simon

    TRD Has Been axed because of all the Recalls with Mecanical Breakdowns. Ask a Toyota Dealer how many Recalls Have been made. its in the 1000′s

    SO MUCH FOR TOYOTA RELIABLILTY

  • pious

    Dont know about the TRD, but last year I had to hire a few cars, and I thought the Aurion was a better drive than the stock commodore or the XR6 (non turbo, now superseded model). Never know with hire cars, though, the others might have been thrashed, coz they were certainly a rough ride and pretty gutless.

  • http://australiancaradvice McKay

    It’s in the 1000′s but TRD have only sold 888 vehicles todate .. makes alot of sense

  • Dont Be Sour Grapes

    Simon, you’d better back that up with facts. If not, if Toyota pursues legal action over your comment, you want to be able to back that up.

    I have talked to numerous dealerships and apart from that one incident, there have been no problems.

  • Phil

    haha… Toyota is going to sue some guy on an internet forum for saying they break down?

    And yes TRD Aurion’s were crapping themselves. Thats why they reprogrammed the ECU’s to lower the rev limiter.

  • pious

    look at section 10 Defamation Act. Unless Toyota has less than 10 employees (unlikely even in these tough times) I dont think it has a cause of action in defamation, in Oz at least.

  • Wheelnut

    I know that TRDs are numbered – however; what I meant was something like the HSV VT 10th Anniversary Edition; the 2 Black “Tooheys 1000″ VN Group As have build or the VR
    GTS-R where the car is only available in one exclusive colour with unique race or rally bred features etc.

    Something that really sets them apart.

  • http://aca McKay

    Wheelnut : you didn’t tell me were you got your information from regarding changing superchargers.

    I’ll tell you now, they didn’t but i am curious about your comment regardless !

  • SteveC

    I find it funny that they just took down the Daihatsu sign at Toyota, down at Caringbah, NSW and put up the TRD sign to replace it a few days ago. I guess not ever Toyota saw that coming. LOL

  • Wheelnut

    My Local Toyota dealership who has a few TRD Hiluxes in the yard is currently undergoing renovations – they’re almost finished However; the new sign is yet to go up.. maybe he knew something…?

  • Wheelnut

    I saw one at the motor show in the lead up to the relase of the TRD Aurion which had a supercharger that was the same as the one Holden used in the CV6 Monaro and the HSV XU6 which was an Eaton… Then when it was re-released [after the fire} I saw one at a dealer with a Sprintex.

    If they didn’t switch – the one I saw at the Motor show must have been a “prototype” as Toyota said they were looking at both Eatonand Sprintex as they both make a blower thats compact enough to fit under the bonnet.

    Either way I think CAPA wuld have been able to put together a package for them

  • Bavarian Missile ( . ) ( . )

    Who gives a f.ck what supercharger they were using Dingo,fact is too much boost went thru it that caused the rod to depart its mate “piston!

    Its not a performance car was just an attempt from Toyota, it fu..ing failed get over it!

  • http://. Naughtyius Maximus

    To all the T tossers who constantly have limp wrist on reality………….The world’s biggest auto-manufacturer, Toyota, has forecast its first operating loss in the company’s history as the global economic crisis hits the car industry hard.

    Toyota is expected to announce a loss of $2.5 billion for the financial year – its first loss since it started releasing earnings figures in 1941.

    The company is now considering cutting dividend payments for the first time in nearly 60 years.

    Other major Japanese exporters have also been hit by the global financial crisis.

    Official data has revealed that Japan’s exports last month fell at the fastest rate in 28 years, dropping by 27 per cent.

    The world’s second-largest economy has now racked up its second straight trade deficit.

  • Bavarian Missile ( . ) ( . )

    hahaha ,go baby……….and yep of course it was Multiple !

  • Golfschwein

    Good evening bavarian Missile and Naughtyius Maximus. Yes, the TRD news is devastating for a certain steel-capped size 10 boot wearer here, but where’s the hue and cry from real enthusiasts lamenting TRD’s passing? Nowhere!

    I know a bloke who needs his fluffy hankies back. Got any spare? :)

  • Andrew M

    You will have to be more descriptive Golfie.

    Is it Purple or Pink Hankie???

  • Bavarian Missile ( . ) ( . )

    awwwwwwwwwwwwww the gang is BACK!

  • Wheelnut

    Admit it McKay [AKA Dingo…. AKA Go TRD… AKA}

    YOU’VE GOT NOTHING!!!!!!!!!!!!!!!!!!

  • Pablo

    I can’t imagine HSV not building 427 of the W427 model due to their customers telling them they want exclusivity.
    Car Advice reported back in July that they will build less than 427 “if there is an unlikely lack of demand.”
    Times are tough & HSV have realised if they keep building these things they will eventually have to discount them to get them shifted – not something that will be done on a collectable car.

  • Wheelnut

    Pablo – why are you making a comment about the W427…?

    Oh I see McKay [AKA Dingo] mentioned it in his initial comment on this Topic.

    Which is a bit ironic as he usually comes on here; on a topic/article to do with Holdens or Fords and mentions Toyotas inorder to change the subject…. so we end up talking about his beloved Toyotas

    And now that we are talking about Toyotas he would prefer that we talk about Holdens.. again trying to change the subject [as always]

  • Wheelnut

    But to answer your question – as to why HSV have reduced the number of W427s

    Yes at the moment times are abit tough and sales are down across the board.
    However; Unlike TRD which is ceasing production and sales of their cars in Australia HSV will continue.

    Therefore; if things pick up sometime in the future
    [ given the economic cycle of peaks and troughs ] they will be able to re-introduce the W-427 and make the remaining 227 cars

    Anyway in the past car companies/dealers have done various things including reduce prices inorder to shift slow moving stock.. and in a number of ases those cars have become classic collectables – the XC Cobra for example.

    Unfortunatley though its Highly unlikely the TRD will become a Collectable held in the same esteem as the Cobra

  • Wheelnut

    Toyota making a record loss…? well I guess it had to happen…. it was only a matter of YEN.

  • http://daimler heil blitzen

    wasnt there talk of toyota joining the v8 supercars at some stage to bring in more manufactures and competition?
    i guess no trd means no toyota supercar……not that toyota knows how to build a supercar.

  • Wheelnut

    There was talk of Toyota joining V8 Supercars.. They have been invited on several occassions – mind you they were never really banned neither were Mitsubishi or Mazda or Nissan etc

    However; Toyota said No – when AVESCO refused to make various changes to the rules and regulations

    Which I think is a bit weird given that they were more than willing to accept the rules and regulations set down by F1

  • Wolfe

    Drove both the TuRD HiLux and Aurion. Aurion was the biggest heap of crap I have ever driven.. I liken it to riding a wilderbeest with a firecracker up its arse – would put money on the Wilderbeest handling better too. Good riddance.

  • PoisonEagle

    Why did a car with very basic mechanicals ( semi-independent rear and McPherson front suspensions; and a blower bolted on) cost $55-65k, and why no manual transmission??
    The latter would have at least given it a fighting chance, aswell as if they had launched it in a lower spec. SourGrapes- I am very surprised they didn’t include a strut brace to begin with= they didn’t take many measures to harness the power; does it even have LSD?
    Its almost as if they were taking the piss out of enthusiasts- The vital statistics should have measured up on paper to HSV/FPV – the market they wanted initially, in order to lure customers.
    Maybe Toyota could offer the blower as an option ( since it has been developed already)across the board? I hope they try again because the first TRD Aurion concept looked hot.

  • oh what a feeling!

    First let me get a few things set right!i have been involved in the trd aurion a far bit and i will tell you it is a great car so all the keyboard warrior’s out there listen up!it is probably the best front wheel drive car in the world it was never going to compete with the bogan cars from holden & ford nor should it as modern motor magazine said it is a “executive rocket ship” for a front wheel drive car it handles great, it stops, and it goes, i went around willowbank raceway with neil bates at full noise and let me tell you they HANDLE! i was also involved in the trd challange at willowbank dragway and one of the trd aurions went 13.6@102mph (showroom) that’s quicker than most hsv’s & fpv’s SO STOP ALL THE CRAP ABOUT TRD! it is a real shame that toyota did not give it time to find a market when things get tough some thing has to give! and a few more truths! 1. there was only ever one blow up and to this day no one knows except the salesmen driving it knows what happened! how many hsv’s & fpv’s have blown up and they keep it to them selfs! hey bucket loads! 2.WOLFE you are full of it! what dealership would let someone like you drive a trd aurion & a hilux, get off here and go back to doing your homework! 3.the hilux was built with one thing in mind! to go off road in style “try and out run one on fraser island” it is not a road car its a 4×4! SO UNLESS YOU HAVE ACTUALLY DRIVEN A TRD AURION GET OFF HERE OR GET OVER IT!

  • Wheelnut

    Oh what a feeling [Dingo]: Wolfie didn’t say he drove both the TRD Hilux and Aurion at the same dealership – he may have visited a couple of them – driven the Hilux at one and the Aurion at another [think outside the square for once in your life].

  • oh what a feeling!

    wheelnut “this is not dingo” why do you think you must stick your nose in this as i have said if you have not driven a trd you have no say in this matter!!!!!!!

  • Wheelnut

    Because in the past Dingo used the name Oh What a Feeling [one of his 100 odd aliases/split personalities] to try and back up his narrow minded ignorant unfounded opinions.

    You sure you’re not dingo because you appear to be a control freak just like him – telling people what to do what to say and what to thimk etc

    I mean Who are you to tell me whether or not I am allowed to make a comment on this topic.. I was merely responding to a comment on this site which happened to be made by you.

    The TRD Aurion had an Engine Fire they were recalled it affected sales and TRD are no more Get over it [and yourself whilst you're at it]

  • Bavarian Missile ( . ) ( . )

    What ever Dingo……………best front wheel drive car in the world……….based on what ? Ford have developed a system “RevoKnuckle’ for no torque steer thru the new RS Focus ,this would nail your so called performance Camry!

    0-100 in less than 6 sec and no torque steer!

    If the TuRD was so good then why the hell did they can it?

    13.6 what ever!………….I’m yet to find one on the street to nail! Let you know when I do! Find one then nail it!

    Face it Dingo aka “OH what a feeling”,the blower had too much boost ,the bottom end wasn’t strong enough to handle it and it grenaded! Toyota either improved the bottom end that I’m sure Harrop and Eaton informed them to do prior,but they were to scummy or dial the boost back,which they did!

    How much boost did it put out,come on ,you think you know so much about Superchargers ,I’m ready for a laugh!

    You know if you spell check Camry it comes up with Canary…………Im thinking that is correct!

    Come on CA when we getting rid of this c.ck again?

  • Wheelnut

    Quote [Hollowman]: “.. it was never going to compete with the bogan cars from holden & ford nor should it”

    This is why I refer to the Aurion as the “Goal Post Shifting Aurion” instead of the “Game Changing Aurion.”

    On the rare occassion that something good is sad or written about the TRD.. they say Yes well we knew it was the best in its class [what class?]

    However now that the TRD has failed to meet expectations let alone fulfil any of those promises – they make up excuses like it was never meant to be compared to HSV or FPV..

    In the lead up to the release of the [TRD] Aurion; Toyota and their fans made claims that it was going to change the way Australians looked at/thought about large Family sedans… that it was going to anihilate the competition and make Holden and Ford lift their game.. etc

    Yet if the Aurion was to take on the Ford Falcon range and the Holden Commodore range surely the TRD versions were to take on HSVs and FPVs given that they are all modified or enhanced by their parent companies performance divisions.

    They claim the economy is the reason it TRD has bveen axed yet if that’s the case why haven’t HSV or FPV been shut down as well….?

    And don’t even bring Lexus into this as Lexus is in another league and competes with more luxurious European cars..like BMW and Merc-Benz. Whereas FPVs HSV’s and TRD’s are all based on Aussie built sedans – which means all comparisons and such statements/comments are relevant

  • oh what a feeling!

    what are gong to do nut “i mean wheelnut” when detriot pulls the pin on building holdens & ford in australia? you will have to support some other australian built brand let me see whats left!!!!!!!!!!!! and bavarian “whatever” how about ca ban you instead for your constant abuse?

  • Wheelnut

    Dingo – The article isn’t about the future of Holden or Ford its about the possible reasons as to why Toyota pulled the pin on TRD..

    I believe the engine fire had something to do with it as such a major mechanical c–k up would have made some potential TRD buyers look elsewhere – as you never get a second chance to make a first impression

    But as history has shown us on this site you lack the ability to stay on topic and express yourself in a civilised manner.

  • Andrew M

    Dingo,
    what you doing around willowbank??

    lose the job up in the mines for being a joker on site??

    Perhaps you could blame that one on the global financial crisis just like the toyota spin does

  • http://. Naughtyius Maximus

    Yep you get that………………might be out on a date with beancounter TP discussing how numero uno can have such a hard crash as it seems both of these units think the Big T has so much profit and are leap years in front that it cant fall a painful death (as has started)! There. There. Consul each other and shed a tear!

  • http://. Naughtyius Maximus

    Too right Wheelnut with ya last paragraph! Happy XMAS cobber!

  • Andrew M

    the bigger they are, the harder they fall

  • http://. Naughtyius Maximus

    Everything has a time and a season……

  • AlphaG

    It is very interesting Toyota has made dud sports cars whilst Nissan has built probably the best price for performance cars out there, and have now once again wiped the floor with Porsche, GM, Ford and all the other bogan makers out there. Why has Nissan been so successful building cult cars whilst Toyota has been sa bad at it.

    Even Mazda with its rotary cars has done significantly better.

    Maybe it is because the cars Nissan and Mazda produced were built to be sports cars whlist Toyota was dressing up mutton to be lamb but never understood the real game it was trying to play

  • Ben H

    About time,I recently drove an Aurion TRD and the only item missing from TRD is the letter U. Best describes the car.

  • JAMIE WHINCUP IS A LEGEND

    That TeRD, hmmmmmmmm warm fuzzy feeling cardigan needed a dryclean, the thing is just a dirty old whitegood with no character, maybe Toyoda should stick to what they know best, CLEVER Advertising For Ageing Masses and the young suckers who don’t know any better.

    Go Ford, way better than Toyboat!!!!

  • Dont Be Sour Grapes

    “Joe Says:
    December 20th, 2008 at 2:11 pm

    BTW my G6ETurbo is going like a dream and whenever I see an Aurion TRD(which isn’t very often) the envious looks that my car gets from the TRD drivers just reassures me that I made the right decision and so did Ford with the FG. ”

    The only look I will give Ford drivers is one of pity, knowing that in 5 years their car will be a heap of junk while my car is still going fine.

  • Edward

    Obviously prices had to be kept as low as possible with a high performance brand and that’s why they chose the locally produced Aurion and the Thai Hilux (with which we have a free trade agreement with).
    The suggestion of a Yaris or Corolla TRD is pure nonsense and would have seen ridiculous price inflations which would have resulted in this inevitable demise in such unfavourable economic conditions for Australian firms.
    This was purely an economic-based decision so get over that junk about crap cars and Ford rules or Holden rules.

  • http://abc.net.au bbb

    yeh, not the best market to try against, but they’re a damn good car company, just look at the figures. I think a TRD rav or corolla would have been better. better luck next time

  • Sam

    As others have said, a FWD TRD Aurion with that much power is a waste of time. If it were AWD I think sales would have been muuuuuch higher.

    As for the TRD Hilux, it’s a very specific target market and you really can’t expect it to keep on selling like hotcakes.

    They should have brought back Celica GT4!!!

  • Zorro

    Good Riddance to a half baked insult thrust upon the Australian car buying public.. Mountains of marketing dollars didn’t fool anyone – except “Sour Grapes”.

    “Sour Grapes” A few words of advice; You need to get out of your TuRD before it’s value goes the same way as the unloved Magna’s and 380′s. Your car is very ordinary and will never be a collectable. You were brave but foolish.

  • bigkiwi

    I have just purchased one of these and was pleasantly surpised. I have no problems with torque steer and have had the car slightly modified producing 295KW and have no worries being beside a Typhoon or Clubby. Don’t knock the car until you have driven it. What I like is you don’t see to many around unlike the HSV & FPV. Every Tom, Dick & Harry has one. Don’t get me wrong, the ford and holden make great looking cars and I do like them a lot, the diferrence is I am not biase. The TRD was never going to compete against the FPV or HSV and that does not make the TRD a bad car.