Toyota is attempting to breach the large car market in Australia, again. Although past attempts were not exactly stellar, it thinks now it may have what it will take to succeed with the Aurion. This large front-wheel drive sedan effectively replaces the lamentable Avalon in the only market segment the company hasn't managed to make a dent in so far. The Toyota Aurion has already been advertised quite heavily and will hit dealerships soon, starting at an MSRP of AUS $34,990, including an electronic stability system, side curtain airbags and a six-speed automatic transmission across the lineup.
Since practically the birth of the Australian large car segment, the Holden Commodore and Ford Falcon have dominated the market. Challengers from Chrysler, Hyundai, Mitsubishi and even Toyota have failed miserably, partly because of national pride and the fact that rwd seems to rule the roost there. Toyota Australia chairman emeritus John Conomos, admitted that some "traditionalists" will stick with the Falcon and Commodore. Yeah, we think so, too.
But Toyota Australia senior executive director of sales and marketing David Buttner downplayed the power of that group of buyers: "The tribalists love tradition and grunt. They've bought the same car for generations, largely determined by what their father bought – or which car won at Bathurst. They are a diminishing sub-segment, accounting for about 20 per cent of the market."
Toyota expects to sell around 2,000 Aurions per month, the same target they set for the Avalon at which that vehicle failed miserably. Where the Avalon was a warmed over version of the U.S. Avalon, the Aurion is essentially a Camry with a nose job and rear end redo. The biggest draw, however, is under the hood, where resides an advanced 3.5-litre V6 engine that produces a class-leading 200kW of power. That's 20kW more than the Commodore and 10kW more than the Falcon. And it gets better mileage to boot, achieving an impressive claim of 9.9 litres per 100km traveled. It's worth it to note that Toyota is also planning a supercharged version of the Aurion released under the Toyota Racing Development brand. Good luck Toyota, you're going to need it in that market.
Thanks for the tip, SunRay!
[Source: Sydney Morning Herald]
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Reader Comments (Page 1 of 1)
Ryan @ Oct 17th 2006 7:44PM
"But Toyota Australia senior executive director of sales and marketing David Buttner downplayed the power of that group of buyers: "The tribalists love tradition and grunt. They've bought the same car for generations, largely determined by what their father bought – or which car won at Bathurst. They are a diminishing sub-segment, accounting for about 20 per cent of the market."
-Would toyota dare say such a thing in the USA? With such arrogance? This statement really goes to show they are the "new" circa 1950's GM.
Corey @ Oct 17th 2006 8:08PM
"It's worth it to note that Toyota is also planning a supercharged version of the Aurion released under the Toyota Racing Development brand"
Still wrong wheel drive.
(owns a Camry)
AMcA @ Oct 17th 2006 8:14PM
Aussies want RWD & V8s. They're like Americans that way.
This Camry-ion is unlikely to fly, not with shiny new Holdens with V8s and RWD just hitting the market. It's going to be stillborn.
wilkie @ Oct 17th 2006 9:51PM
uhh fuel prices are only JUST starting to wane here in australia, and there is nothing definite that they will continue to do so. the small to mid sized car segments have seen huge growth and increase in market share with V6's suffering losses and V8's being hit hardest, sales declining over 10%. australia wants fast cars if anything, not necessarily V8 power. i agree they want RWD, which has been a pitiful non-existence up until now in aussie cars.
i see the aurion suiting the needs of a lot of the once commodore and falcon buyers simply because of the fact that running costs are a big part of everyday life rather than being in the periphery (due to their rising prices in comparison to what they used to be).
focussing on all vehicles for a moment, remember, australia is becoming less and less dominated by the white supremacist that needs a big "shiny" V8 to show his worth, and is being replaced by people who want speed, power and sophistication rather than just 'grunt'.
Steve @ Oct 17th 2006 10:11PM
Toyota, I hope this one will not fail. But looking at the photo, it seems that one is nice.
stirlo @ Oct 17th 2006 10:35PM
lol yeah Exactly....
Camry's and Magnas (galants in the US) would be great cars if they were RWD....
Same with most Hondas, driving any of them, you think.. this is a nice car, but if it was rwd......
Hamud @ Oct 17th 2006 11:10PM
Looks good, but is too darn similar to its counterparts in Australia.
Just hope it doesn't end up being another "sleep machine"...
PRC. @ Oct 17th 2006 11:56PM
That grill is a much better execution of the "lips" than NA's Camry. More aggressive and doesn't have the odd nose bump.
O'brien @ Oct 18th 2006 12:14AM
Of course Aurion will succeed! By early reports it's a performer. I have not yet seen it but I'll bet it offers superior levels of comfort and appointments accross the model range when compared with the two big Aussies. History counts for nought in the new ball game. It's my guess Aurion will draw support from a wider buyer demographic than the big two have in the past. This "tribal dinasaur" (2 V8 Calais,1 V8 Statesman in the '90's - 2 Honda Legends this decade)is very interested.
TheChaz @ Oct 18th 2006 12:33AM
Honest to God, guys. When you write a post like this, wouldja please do us the courtesy of including power, torque and fuel economy numbers converted from metric? You're the professional bloggers, right? Do you mean to tell me that it was so time-sensitive to get a post on the AURION up that you couldn't bother to hit onlineconversion.com?
Jamie @ Oct 18th 2006 12:53AM
10. Honest to God, guys. When you write a post like this, wouldja please do us the courtesy of including power, torque and fuel economy numbers converted from metric? You're the professional bloggers, right? Do you mean to tell me that it was so time-sensitive to get a post on the AURION up that you couldn't bother to hit onlineconversion.com?
Posted at 12:33AM on Oct 18th 2006 by TheChaz 0 stars
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Why should they have to?
As pointed out above, it's a Toyota, so it's all you'll ever need: "speed" and "sophistication" (without ever having driven the car, mind you).
Besides, only a "white supremacist" would ever drive anything else. All progressives drive Toyotas (somehow...).
Autoblog is a joke, I tell you...hahaha...
Dicko @ Oct 18th 2006 3:52AM
It will do ok as Camry V6s (what the aurion replaces) have always sold in australia. However toyota will fail in making a significant dint into the large car segment as they are vastly underestimating the market. Most commodore,falcon drivers are fleet orientated and those that actually buy commodores and falcons outrights are the ones that are patriotic, love RWD and buy the car because of its association to the country and its great sport (v8 supercars). factor in market conditions of increase pump prices, family moves to the SUV over large saloon and its clear why toyota will fail.
David @ Oct 18th 2006 5:25AM
The average driver wouldnt know or care which end is driven and how many V8s are sold in Australia. From the above photo the Aurion looks OK, unlike the Avalon which was terrible. I am not a front wheel driver lover or a Toyota lover but be realistic.
James Prumm @ Oct 18th 2006 9:43AM
Sorry guys but that Toyota is only 5Kw more than the latest holden, which pump out 195Kw as a naturally aspirated 3.6 V6. Sure, Holden do make a 180KW V6, even a 15Kw gas V6, but Toyota are pushing this as a very sporty car, so why not chuck it against the SV6? Makes sense to me, which leaves them at 195 and 200 Kw to Holden/Toyota respectively. Toyota however, picked a bad launch, as the VE is just going to make a big boom. I want one anyway lol.
sp @ Oct 18th 2006 11:44AM
you mean Toyota, #1 brand in the Australia?
:-)
Kind of interesting that nobody mentioned that fact...lol.
Leo @ Oct 18th 2006 12:32PM
The front end is much better than the US Camry,
what's up with that?
and still a FWD
Stratojet @ Oct 18th 2006 5:23PM
Well, it just proves that Consumer Reports could not do in Australia the damages they have done elsewhere. It is going to be a much tougher fight fot Toyota.
Rob @ Oct 18th 2006 8:11PM
http://www.smh.com.au/news/business/add-toyota-launch-to-rivals-woes/2006/10/16/1160850869217.html
apparently the holden V8s are having recall troubles...so who wants those anyway?
Tom Design @ Oct 18th 2006 10:19PM
Very creative, Toyota, taking the nose off the AUdi line-up...typical Asian steal.
Joh @ Oct 23rd 2006 10:48PM
Toyota (and Mitsubishi for that matter) have a few major problems if its going to take on the might of Holden and Ford with Aurion.
One obviously is the front-wheel-drive. Rear Wheel Drive is part of the Holden Commodore and Ford Falcon DNA, and it is a big plus for towing and outback servicability, or if one is to specify a big engine with plenty of torque.
Another is the lack of bodystyles. Sure it is ok for sedan market - but Toyota, you are completely ignoring the Wagon and Utility market - where Holden and Ford gain a fair number of sales from - However, it would help if the car was AWD optional or RWD first for a utility variant...
Actually Toyota, if you want to look at a REAL Holden/Ford challenger, look at the V6/V8/Diesel-Rear Wheel-Drive Sedan/Wagon Chrysler 300C.