Toyota TRD Market Positioning

By Alborz Fallah | April 13th, 2007

We recently wrote an article asking our readers if they would fork out their hard earned cash for a Toyota TRD Aurion, the poll sitting on the sidebar so far reflects a 44% response of “No Way” to our question with 27% undecided and 29% really keen.

It seems that Toyota has a lot of work to do to establish the TRD brand in Australia to the same status as HSV and FPV (of thats even possible). However given Toyota’s somewhat unlimited marketing budget, they have began their crusade as of today.

Senior executive director sales and marketing David Buttner said the upcoming supercharged TRD Aurion will compete directly against premium performance models from Europe and Japan.

Mr Buttner has been comparing the Aurion to cars which, in reality the TRD Aurion will only match in comfort and refinement. He has compared the TRD Aurion with the like of Alfa Romeo’s 159, Volkswagen Golf R32 and the mighty Subaru Liberty GT spec.B.

“There is a range of vehicles priced from $50,000 to $60,000 that have reshaped the performance-enhanced market in recent years. This is where the sales growth has occurred over the past 10 years – and this is where we are positioning the TRD Aurion,” he said.

Mr Buttner agrees the TRD philosophy is rather different from the “muscle car” ideology of HSV & FPV.

“TRD stands for an optimal blend of performance, refinement, handling and Toyota’s traditional quality, durability and reliability. TRD is a bold innovation for Toyota. It adds individual character and enhanced performance to the outstanding integrity offered by all Toyota vehicles.”

The problem with the statement above is relatively clear to any car enthusiast, Toyota have started the entire package on an inferior platform, much like the TMR 380, supercharging a Front-Wheel-Drive is never going to produce a true sports car.

There have been many heated arguments on CarAdvice regarding this issue, but we feel that at the end of the day, with the exception of very few Sports cars (e.g. the Honda Integra) a Front Wheel Drive setup is not beneficial for a car as big as the TRD Aurion (or the 380).

The TRD Aurion’s supercharged 3.5-litre V6 engine is expected to put out at least 235kW which is roughly 15 per cent higher than the standard engine’s 204kW (running on 98 RON).

As was mentioned earlier, comparing this power output to the likes of the standard SS Commodore and the XR6T/XR8 shows the Aurion running a little short.

“The TRD Aurion will provide a balanced driving experience for a sophisticated market, integrating its power with dynamic cornering ability, precise steering response and impressive stopping performance,

It will distinguish itself by delivering its ample reserves of all-around performance in a way that is enjoyable and relaxing to drive all day, every day,” he said.

It is clear now that Toyota is not targeting the Aurion at the car enthusiasts, rather those who are a little to embarrassed to find themselves in a STi Liberty or HSV but still want to stand out a little from the crowd.

The Toyota TRD Aurion is expected in showrooms in August, with the second model TRD vehicle (the HiLux) set for release late this year. The TRD HiLux is Based on a 4WD Double Cab, it will feature a supercharged 4.0-litre V6 engine that Toyota claims will lift power greatly over the standard engine’s 175kW.

Myke

I wouldn’t exactly say buying a Toyota will make you ‘stand out’ even if it is the TRD. In the upcoming months you will see more and more of these on the road.

If Toyota really want to make the TRD name take off, they should invest it in the hot hatch market.
http://www.alborzfallah.com alborz

I don’t understand how TRD have these awesome AWD Turbo Corollas going around in the Rallys yet, their “Sportivo” versions are a joke, and there is no plan to sell a TRD Corolla,

I think Toyota launched the TRD with the wrong car, sure the Aurion is brand new and all, but there is going to be a new Corollla soon. I hope they bring out an AWD Turbo Corolla.

If Toyota is aiming to place itself in the “Sports” market and connect with the car enthusiasts, they have just taken a step backwards with this car.
Myke

Car companies have weird naming methods and they are making a TRD HiLux???
Only tradies buy HiLuxs, if they wanted a AWD TRD they should have made a Kluger or Prado TRD, atleast that would have a bigger audience.
http://www.alborzfallah.com alborz

They just need to stop making their crappy family cars into sports cars. Toyota has its name to some of the most popular sports cars such as the MR2/Celica/Supra.. all those cars were BUILT to be sports cars, not family cars turned into sports cars.
steane

Ummm…sorry about the heated arguments. Some of those may have been my fault.

Having said that I’m waiting for the galant Paul to ride in on his white charger (or Camry) and save the Aurion from all the unwashed and not schooled in the atributes of FWD types, like myself.

There I go again…
Myke

Hmm, I’ve been bagging Toyota all day today and Paul isn’t insight, something bad must have happen.
steane

He’ll be back. It wouldn’t be quite right if he didn’t wade in on this one. He probably just had a big night or needs to re-boot his system.
280ZX

You mean the Aurion Turd! sorry i think i Misinterpreted that its the Aurion TRD !
LOL
http://www.google.com Mazda

Toyota is making a sports version of the new corolla called Blade. Looks quite decent for a sporty toyota but I think it will be bland if it comes to australia.
Foggy

If I were to have a guess, I’d say that the reason behind dressing the Aurion in drag is that they are trying to establish some credibilty in the Large car segment, which is their weakest link.

The Corolla and Yaris don’t need the sequins and glitter as they will sell well regardless, but this attempt to frock up the cardigan-wearing Camry/Aurions could be a way of trying to broaden it’s appeal to those who are younger than 50.
Paul

Im baaaaaaaak

QUOTE = They just need to stop making their crappy family cars into sports cars. Toyota has its name to some of the most popular sports cars such as the MR2/Celica/Supra.. all those cars were BUILT to be sports cars, not family cars turned into sports cars.

Mate how about not ‘they’ and more ‘all of the local manucaterers’. Talk about biased. This is Toyotas first really attempt at stealing some sales off the others and building a more sporty image (its still not way out their like the other locals… focused on a package rather then just brute performance), Ford and Holden have built their companies based on turning family cars into fake performance cars!!! But no we wont mention this will we. That entire article reeks of bias.

QUOTE = I don’t understand how TRD have these awesome AWD Turbo Corollas going around in the Rallys yet, their “Sportivo” versions are a joke, and there is no plan to sell a TRD Corolla,

From what Ive read at Toyota sites there will be a TRD Corolla eventually, there was evidence to back this up (couldnt be bothered searching for it).

QUOTE = Having said that I’m waiting for the galant Paul to ride in on his white charger (or Camry) and save the Aurion from all the unwashed and not schooled in the atributes of FWD types, like myself.

Ive already in the past provided articles which debunked the FWD vs RWD MYTH. Fact is both only power one set of wheels, AWD owners are the only ones in my books that can brag about having superior handling cars.
Paul

QUOTE FROM ARTICLE : Mr Buttner has been comparing the Aurion to cars which, in reality the TRD Aurion will only match in comfort and refinement. He has compared the TRD Aurion with the like of Alfa Romeo’s 159, Volkswagen Golf R32 and the mighty Subaru Liberty GT spec.B.

TRD Aurion – AT LEAST 235kw
Alfa Romeo’s 159 – 191kw
Volkswagen Golf R32 – 184kw
Subaru Liberty GT spec.B – Less kw but does have significantly smaller engine

So yes not only comfort and refinement, how about power as well (admittably its going to be heavier… but way more power and torque), more credibility lacking in these articles!
Myke

^
Quote: Ford and Holden have built their companies based on turning family cars into fake performance cars!!!

That’s why Holden created the Monaro and atleast the Falcon and Commodore don’t have stick on bodykits, the TRD seems to be the only Toyta with a bk thats actually glued on properly !
Myke

Of course because to establish a good car, it only needs the most power and equal comfort and refinement.

The Golf GTi has less power than its close rivals (XR5, MPS, VXR) and it still the better drive. The amount of power doesnt make it a good car.
Paul

Lol Toyota have done more then the others do mate… look at the XR6T for example, just a XR6 with a turbo. The Aurion has yes a bodykit, but suspension and chasis work, better brakes, very nice interior, no doubt a features list comparable to much more expensive cars and of course the supercharged engine.

Nevertheless, I still admit they are ALL trying to make these cars something they are not… but tbh there is nothing wrong with that really, its what buyers want, not everyone wants just straight out performance!
http://www.alborzfallah.com alborz

Paul, the VW R32 and the Liberty GT Spec.B are both AWD, they will despite their lower kWs, demolish a TRD around a race circuit, the R32 specially, as its an absolute weapon.

Toyota HOPES that the TRD aurion will have a 0-100 time of 7.0 seconds.. mate..that is SLOW
Paul

^

Im just making a point… they all have similar sized engines…. TRD Aurion has more power and is going to do the 100 in similar times (faster then Alfa, on par with Liberty and slower then Golf), the article on the other hand hasnt given this side of the story… suprise suprise.

[QUOTE] Toyota HOPES that the TRD aurion will have a 0-100 time of 7.0 seconds.. mate..that is SLOW [/QUOTE]

ROFL so your telling me that AT LEAST 35kw more, more torque across the range and all at prity much the same weight as the lower Aurions is only going to take 0.4seconds off the the normal Aurion? Come on m8.

[QUOTE] Paul, the VW R32 and the Liberty GT Spec.B are both AWD, they will despite their lower kWs, demolish a TRD around a race circuit, the R32 specially, as its an absolute weapon.[/QUOTE]

I do like the R32 dont get me wrong… and I would get one over the TRD Aurion (on paper at least, would have to see both in person)…. but like Ive said the point Im making is it isnt that outragous for the TRD Aurion to be compared to them, in certain areas in will be found wanting, in others its better.
MrSmith

I can’t think of one aspect from the TRD Aurion which is better than a R32.

Its just there to help sell more Aurions, its not a true performance car, TRD has so much potential, but so far, they are the laughing stock of Aussie performance cas.
Paul

QUOTE = I can’t think of one aspect from the TRD Aurion which is better than a R32.

- Ive already mentioned power
- Maybe faster to 100 (Who knows)
- Interior is better from what Ive seen
- Features list? (Another unknown factor…. me thinks it will have a decent list considering the price they want and the cars they are comparing it to, although the R32 also has a decent list)
- Price (Most think it will be $50k compared to R32 at $59k

R32 is better yes… but get your hand off, there are decent qualities to the TRD Aurion as well
Paul

QUOTE = I can’t think of one aspect from the TRD Aurion which is better than a R32.

- Ive already mentioned power
- Maybe faster to 100 (Who knows)
- Interior is better from what Ive seen
- Features list? (Another unknown factor…. me thinks it will have a decent list considering the price they want and the cars they are comparing it to, although the R32 also has a decent list)
- Price (Most think it will be $50k compared to R32 at $59k

R32 is better yes… but get your hand off, there are decent qualities to the TRD Aurion as well
steane

G’day Paul. I was starting to get worried there for a while. Glad to see you’re okay.

Donut anyone?
Damo

How can you even compare an R32 to the TRD Aurion? Think about all the problems you will have? Not just insurance, it will cost at least 15k to fix all of it’s bugs because it is a 17 year old car (a grey import, spare parts ect.) which has most likely been trashed as well. So, this joker (MrSmith) wants to compare the Aurion (a reliable car with warrnty) to a most likely trashed hoon car without a warranty. Give TRD a break, so what if it isn’t AWD. We all know they have the money. but they need to know if there is money to be made and there will probably be some AWD cars to come from the TRD range in the coming years. As well as the TMR 380, give MMAL a break because I find it dead humorous that Holden sell five times as many cars on a monthly basis and run at a loss while Mitsubishi can make it profitable to sell just over 1000, it’s called management and efficiency, maybe your RWD loving companies could give it a try. More fun to poke? Of course! I get the intention that many people browsing this site are not so fond of FWD layout cars. So basically, your telling me that you don’t like 75% of cars on the market. Gee, somebodies a bit picky.
http://www.alborzfallah.com alborz

Damo.. he is talking about a Golf R32 not a skyline
Damo

Oh, lol at me for not reading it. You still can’t make a comparison (between the cars) but thanks for pointing it out Alborz. I love the Golf R32, and I consider it one of the worlds best performance cars and is living proof that FWD layout cars are just as good as RWD.
http://www.alborzfallah.com alborz

the R32 is AWD
Myke

Lol Damo you’re on fire
Paul

LOL!

Anyway FWD vs AWD on the street means nothing… you are not going to really test the capabilities of these cars in that enviornment. So unless you intend to spent $10k extra for something you dont need the TRD Aurion is still attractive… although really I dont know why its directly compared to something like a Golf, one is a friggin large sedan the other is a hatch… the kinda people that buy each I would imagine are looking for slightly different things. The way I see it, the TRD Aurion is more up against cars like the Liberty GT, XR6T etc
Myke

See I still dunno if 235kw can successfully go through the front wheels, but we will have to wait and see. If Toyota pull this off then we well probably see a stream of sport-based vehicles with 200kW+ FWD go on the market.
http://www.alborzfallah.com alborz

Paul, thats exactly the point though
why would yo spend all that money on a TRD Aurion, if you never intended to have any fun in it?
Having gone from a RWD to an AWD Turbo, I can honestly tell you, on the street, the AWD makes a HELL of a difference if your driving hard, and most of the time, you just can’t help it
Paul

QUOTE = Paul, thats exactly the point though
why would yo spend all that money on a TRD Aurion, if you never intended to have any fun in it?

Lol it still have a number of decent things, the suspension is going to add alot from other Aurions, obviously going to be faster, slightly better looking and better interior. Im just saying from a handling point of view to really feel the difference unless you do what you have said and push the car on the street really hard the differences in everyday driving and even spirited driving are negligble when compared to a RWD and slight when compared to a AWD…. more so with all theses safety systems now that stop loss of traction etc. Its one reason why I dont mind FWD, you lose less power through the powertrain so your car is faster and weighs less then other configuaritions so its faster…. this all helps accleration which is something you can test out frequently in a safe manner on the street!
http://. ROBERTO

Shameful front end that is tacky and overdone wussy is supported by survey. ANYONE WHO WHINGES IS IN THE MINORITY AND IRRELEVANT COMMENT – FACT