Take a look at our newest merchandise
An inflow of latest manufacturers into the already crowded Australian market isn’t a risk to Toyota, says certainly one of its senior executives, however that doesn’t imply it received’t be damaging.
Talking at a media occasion, Toyota Australia gross sales, advertising and franchise operations vp Sean Hanley advised CarExpert the race to deliver merchandise to showrooms poses a larger risk to the trade general than to Toyota itself.
“I don’t assume that each one these manufacturers turning up in numbers is a risk to Toyota in any respect. I believe it’s not nice for the trade,” Mr Hanley stated.
“Over the past 10 years the time period ‘pace to market’ has been an enormous phrase, in know-how notably, and that may be utilized to many industries past the automotive trade.
CarExpert can prevent 1000’s on a brand new automotive. Click on right here to get an incredible deal.
“The best risk to the trade is that this idea that pace to market is essential, [because] it’s truly not. In my humble opinion, pace to market is yesterday’s hero.”
Toyota has been the best-selling model in Australia for greater than 20 years and continues to prime the charts convincingly up to now in 2025, led by its ubiquitous RAV4 SUV and Hilux ute.
For many of Toyota’s time as market chief, Australia has been thought of one of the vital concentrated new-car markets on this planet, which means it has a major variety of manufacturers and fashions for automotive patrons to select from regardless of being a low-volume market of round 1.2 million annual gross sales.
There are over 60 manufacturers on sale right here, at the moment – greater than in locations such because the UK and the US, regardless of much more new automobiles being bought in each international locations, particularly the US (circa 16 million with the UK at 1.95 million).
Including to the fierce competitors are a few of Australia’s latest automotive manufacturers, together with Geely and its premium Zeekr model and Chery-owned Omoda Jaecoo, with BYD’s premium model Denza scheduled to launch right here subsequent month.
Whereas Chery has advised CarExpert the rising variety of manufacturers is a optimistic for patrons, providing extra alternative for patrons, the Toyota boss stated it needs to be accomplished proper – or it dangers tarnishing the native auto enterprise.
“My perception is that pace to market is definitely a bit fraught with hazard as a result of individuals nonetheless worth high quality, sturdiness, reliability,” he stated.
“Now some are going to say, ‘Is he kidding? They’re simply legacy issues’, however they’re nonetheless values [quality, durability, reliability] that our prospects need.”
Toyota, each in Australia and globally, has been criticised for its gradual introduction of electrical automobiles (EVs) in comparison with rivals, for instance, with the RAV4-sized bZ4X SUV the one Toyota-badged EV in native showrooms.
The corporate has touted its ‘multi-pathway’ method, investing not solely in EVs but additionally hybrids, plug-in hybrids (PHEVs) and even hydrogen fuel-cell electrical automobiles (FCEVs), in addition to conventional combustion-powered automobiles.
Speeding automobiles to market as a precedence shouldn’t be the best way ahead, Mr Hanley cautioned.
“You’ve received to pay attention to the risk, and the risk, to me, is any firm that thinks pace to market above and past high quality, sturdiness and reliability is extra essential, is fraught with hazard,” he stated.
“And the good information is Toyota is not going to do this … Toyota is the place it’s at the moment due to many years of constructing belief.”
In distinction, world rival Volkswagen revised its EV technique, saying it has activated ‘China pace’ to develop new fashions in slightly below three years, with plans for 30 new fashions by 2027.
MORE: Discover the Toyota showroom
