Toyota Australia axes TRD brand
December 19, 2008 by George Skentzos
Toyota Australia has pulled the plug on its TRD performance brand, citing the current global financial crisis as the determining factor.
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.
Print it: 
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
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
Well, well, well…….a complete success!
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.
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.
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
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.
Wheelnut : TRD Aurions already did have individual numbers, same with the Hilux.
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
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.
It’s in the 1000’s but TRD have only sold 888 vehicles todate .. makes alot of sense
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.
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.
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.
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.
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 !
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
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…?
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
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!
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.
hahaha ,go baby……….and yep of course it was Multiple !
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? :)
You will have to be more descriptive Golfie.
Is it Purple or Pink Hankie???
awwwwwwwwwwwwww the gang is BACK!
Admit it McKay [AKA Dingo…. AKA Go TRD… AKA}
YOU’VE GOT NOTHING!!!!!!!!!!!!!!!!!!
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.
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]
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
Toyota making a record loss…? well I guess it had to happen…. it was only a matter of YEN.
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.
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
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.
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.
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!
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].
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!!!!!!!
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]
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?
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
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?
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.
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
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!
Too right Wheelnut with ya last paragraph! Happy XMAS cobber!
the bigger they are, the harder they fall
Everything has a time and a season……
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
About time,I recently drove an Aurion TRD and the only item missing from TRD is the letter U. Best describes the car.
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!!!!