Toyota TRD Aurion (2007)

Interior features in 3500S include TRD red steering wheel, TRD scuff plates, red leather/suede sports seats featuring revised seat bolsters and leather door trim.

Unique exterior features include TRD front and rear bumpers, body-coloured rear spoilers and side skirts, and TRD 3500S grade badge.

The 3500S comes off the main Altona production line with rear underbody bracing, underbody aerodynamic enhancements, smoked headlamps and rear combination lamps, alloy sports pedals, multi-function trip computer, premium Optitron combination meter and six-disc CD changer.

In addition, Toyota TRD Aurion 3500S has Data Dot security.

There is one option for the 3500S: the combined option of moonroof, rear personal lamps and sun visors with lamps.

Toyota TRD Aurion 3500SL has higher specifications, including dual-zone air conditioning with push-button heater and ventilation controls, six-way power-adjustable front passenger seat, Smart Entry and Push Start, and clearance and reversing sonar.

Toyota TRD Aurion 3500SL's additional features over 3500S also include plum-coloured full leather seat trim, and colour-keyed (dark grey/plum) TRD leather-bound steering wheel and gearshift knob.

The 3500SL model's additional specifications also include TRD piano black door and dashboard highlights, TRD 3500SL grade badge, unique 3500SL grade bumper highlights, TRD floor mats and a unique TRD alloy wheel silver finish.

TRD Aurion 3500SL also has the added feature of a rear bumper reinforcement to optimise body rigidity and improve handling.

There are two option packs for the 3500SL: a combined option of moonroof, rear personal lamps and sun visors with lamps, and the combined option of those three features with satellite navigation system and Bluetooth™ mobile phone compatibility (satellite navigation units come with four-disc CD changer).

TOYOTA TRD AURION AIMED AT THE CAR ENTHUSIAST

Toyota's 241kW TRD Aurion performance sedan is aimed at the car enthusiast.

Toyota Australia's senior executive director sales and marketing, David Buttner, said enthusiasts would be attracted by Toyota TRD Aurion's premium styling and engineering package.

Mr Buttner said the target market was primarily men aged 35 to 50 who love sport and love their cars.

"They are prepared to pay a little bit more for a performance vehicle that offers excitement as well as traditional Toyota values," he said.

"Potential customers include the user-chooser who wants an alternative to the existing offerings.

"There's also the family man who has a taste for performance vehicles without being a total revhead.

"And we are aiming at aspirational buyers who are looking for a car under the luxury-car tax threshold."

Mr Buttner said Toyota TRD Aurion would compete on refinement, response and performance with models from Europe and Japan that retail from $50,000 to $60,000.

"This is where the growth has occurred in the performance-enhanced market over the past 10 years," he said.

Mr Buttner said TRD Aurion was also an alternative to the locally produced specialist 'muscle cars' with their V8 engines and price tags of over $60,000.

"We are targeting a sophisticated market with a high-quality product that balances performance, handling and technology," he said.

"TRD Aurion fits naturally into the Toyota line-up as a step up in style, handling and performance from our existing Aurion Sportivo range.

"It matches the size of the locally produced sports sedans that are priced above it - and it exceeds the performance of the imported rivals.

"It offers individual character and enhanced performance, refinement and handling, as well as the outstanding integrity offered by all Toyota vehicles.

"There is a significant market among people who want the combination of power and performance as well as fuel efficiency and control.

"Toyota TRD Aurion is the car for them."

PERFORMANCE MARKET HAS DOUBLED IN 10 YEARS

The market for performance-enhanced vehicles has almost doubled in the past 10 years, and most of the growth has come from imports.

Based on figures from industry statistician VFACTS, Toyota estimates Australians bought 11,000 enhanced vehicles in 1997 - almost 5000 from Ford and Holden.

Others included Subaru's WRX and Mitsubishi's Evo range as well as a growing number of European cars including BMW's M-series, Mercedes-Benz's AMG and some early Audi S models.

Since then, the annual sports-enhanced market has expanded to about 21,000 vehicles - and it continues to grow.

During that time, the combined growth for Ford and Holden has been limited to about 20 per cent in a total segment that has grown 100 per cent.

Toyota Australia's senior executive director sales and marketing, David Buttner, said TRD was not aiming for the true-blue tribalists who buy the traditional, locally produced performance sedans.

"The tribalists will not contemplate another brand as they aspire to own the latest version of the car their fathers drove," Mr Buttner said.

"TRD models are for people who appreciate fine performance and nuance.

"They make a statement without being overt and they deliver owner and driver satisfaction without stress."

TRD customers will be more passionate about their vehicles than the average motorist.

They are also likely to be younger, better educated and wealthier.

More than 60 per cent are expected to have a bachelor degree or higher.

They are likely to be high-income earners with an average yearly income of $105,000. More than one-quarter will be earning above $125,000 a year.

The typical TRD consumer is likely to be male, but almost one in six will be female.

The average age of people likely to buy the Toyota TRD Aurion is 37, with close to four out of five potential TRD consumers likely to be under 46.

In line with population distribution, almost 70 per cent will be likely to live in east-coast capital cities with one-third living in Sydney.

Nearly one-third are likely to be single and more than half will not have children in their household.

TRD BRAND: MORE POWER, GREATER PASSION

Toyota expects to add more passion and excitement to its brand image in Australia with the launch of the TRD brand of performance-enhanced vehicles.

"The TRD brand is going to be worth far more than the immediate sales it generates," Toyota Australia's senior executive director sales and marketing, David Buttner, said.

"The TRD brand will enhance the Toyota brand by adding more style, performance, excitement and the ability to turn heads.

"As well as bringing new customers on board, TRD will be the pinnacle brand that will attract younger buyers to Toyota and engender greater brand loyalty."

Mr Buttner said this was the first time in the world TRD had been established as a separate vehicle brand under Toyota.

"Market research has demonstrated the potential of the TRD brand with its awareness in the target market already matching that of Subaru's STi and Mercedes-Benz's AMG," he said.

"The great performance of our TRD rally team, with Simon Evans winning the drivers' championship last year and combining with Neal Bates to win the manufacturers' cup, has contributed measurably to TRD brand awareness in Australia.

"The high recognition of the TRD brand - even before the first TRD product was launched in Australia - demonstrates the importance of having a strong motorsport heritage, which Toyota has built up over the past 50 years."

Mr Buttner said TRD would develop a range of vehicles, not just variations based on one locally produced car.

"As we invest in and develop TRD, there is no limitation to the donor vehicles available for our expansion," he said.

The second model to be introduced will be TRD HiLux.

Based on a 4WD Double Cab, it will feature a supercharged 4.0-litre V6 engine that will lift power substantially over the standard engine's 175kW.

A feasibility study is underway on a third model.

TRD vehicles are designed by Toyota Style Australia, headed by Paul Beranger.

TRD vehicles will have the same new vehicle warranty backing as other Toyota vehicles.

TOYOTA TRD AURION HAS GENUINE ACCESSORIES AND SERVICE PLAN

Toyota TRD Aurion has a stylish range of Toyota Genuine Accessories designed to enhance and protect its sporty appearance.

All Toyota Genuine Accessories are researched, developed and tested to comply with Toyota's exacting standards for safety, durability and quality.

The range of protective accessories for TRD Aurion helps to maintain the appearance of the panel and paintwork to maximise potential resale value.

Matthew Callachor, divisional manager of Toyota's Customer Service Division, said TRD Aurion's headlamp covers and bonnet protectors were an example of form and function combined.

"The Toyota Genuine Headlamp Covers and Bonnet Protectors have been carefully tailored to fit the shape of the vehicle," Mr Callachor said.

"They have been designed for a secure fit, and are easy to remove for thorough cleaning.

"The headlamp covers have sparkling clarity and the strong acrylic is resistant to scratching and ultraviolet light."

The Toyota Genuine Bonnet Protector will help to prevent the leading edge of TRD Aurion's bonnet becoming damaged from stones kicked up off the road.

The rear scuff guard has a useful extended bumper overhang to help protect the rear bumper from everyday knocks and scrapes that can result from lifting luggage in and out of the boot.

The high-sided Toyota Genuine Boot Liner, moulded from flexible and durable polyethylene, helps to keep the boot interior in great condition by protecting the boot floor from spills and other cargo damage.

The Boot Liner features a non-slip raised pattern to reduce cargo movement during transportation.

Front and rear Slimline Weathershields allow both driver and passengers to open their windows slightly while remaining protected from the elements.

Toyota TRD Aurion owners can maintain the optimal performance level with a new fixed-price service plan offered with the vehicle.

The Toyota Advantage Service Plan offers up to four standard scheduled services for just $120 each at authorised TRD Service Departments.

The new Toyota TRD Aurion offer is available for the first four services within the first three years or 60,000 kilometres of driving, whichever occurs first.

Toyota Australia's recommended service interval for TRD Aurion is 15,000km.

"The Advantage Service Plan is an extra benefit for Toyota TRD Aurion owners, saving them money and providing clarity on the total costs they can expect to pay during the Toyota TRD Aurion warranty period for standard scheduled servicing," Mr Callachor said.

"The Toyota Advantage Service Plan gives customers increased access to our specialised technicians at an extremely competitive price," he said.