Toyota model rush coming

Toyota Australia has been quiet through the first half of 2009 and suffered a significant sales hit, but plans to hit back through December with a rush of new models and value-added deals on its Corolla and Camry.

"We've got facelifts for the Camry and Aurion, we have special editions for RAV, Corolla and Yaris, we have technical changes on HiLux, HiAce and 70-Series, and we have a new-generation Prado," says Toyota Australia's head of sales and marketing, Dave Buttner.

"And we have VSC (electronic stability control) coming on Corolla hatch, with the sedan to follow next year."

Buttner admits Toyota has been hit harder than its rivals by its first- half showroom rivals but he is confident Toyota will have the ammunition it needs to recover.

"To maintain stimulation in the marketplace you need to be offering new opportunites. This gives us an opportunity to revitalise and keep our products fresh for consumers," Buttner says.

"If you stand still you run the risk of being uncompetitive against your rivals."

He rejects any talk of a panic move and says the 2009 plan was set before the start of the year. "All of this was in place. There is nothing new in this plan.

"Each year in the first quarter we decide what third-quarter limited edition models we have. Technical changes are on the drawing board for two years."

Looking at the potential for each of the newcomers, Buttner says the three-door Prado is key as the company's family-focussed four-wheel drive is given a complete renewal as part of the change to the 200- Series LandCruiser family.

"It's the first time we've had a three-door. It's an exciting new entrant for us and gives us a new price point," Buttner says. "We expect it to be a strong seller. It's a different segment. It will will be a price leader.

"We think it will appeal to a slightly different buyer. We're doing workshops to determine who it will appeal to. "When you look at the next-generation Prado that's a very exciting product for us. The specification down the track is absolutely sensational.

"We know people are waiting for it. We expect that to give us a big boost in the last quarter."

Buttner believes Australian sales have bottomed after the sharp downturn in the final months of 2008 and is hopeful of a revival to the end of this year.

"I think the industry for the second half will be stronger than the first half. There are signs that private buyers are returning to the marketplace. There is no doubt that some of the government stimulus is being spent on consumer goods.

"We're not walking away from our 850,000 forecast for the year. May and June were very strong. The investment allowance has definitely helped.

"The first six months for most manufacturers was slower than we have experienced for quite some time, but our order bank is back to where it was in March last year. We believe with our marketing campaigns we'll be able to drive showroom traffic."