Toyota Australia took the unprecedented step of screening potential buyers of the new product Corolla GR hot hatch to secure the cars – available in low quantities due to supply constraints – find legitimate passionate owners.
The Japanese marque made the move to try and avoid the onslaught of price-cutting profiteers who found buyers willing to outbid the odds for their new cars during the period. COVID.
Toyota Australia’s director of sales, marketing and franchising, Sean Hanley, said the brand is asking dealers to be more active in making sure the right buyers are getting the vehicle they deserve.
Mr. Hanley also said that if a buyer accidentally got into their system and tried to sell a very popular model for a profit, there would be no direct consequences such as blacklisting the buyer, as happens with some exotic auto brands when buyers sell their cars for money. profit.
“There are no consequences at all, we just hope that we get them into the right hands,” he said, before going on to say that dealers also have their role to play in this game.
“We remind you” [Toyota dealers] about their obligations and the standards by which we operate, very quickly,” he said when asked what would happen if the brand discovered a dealer asking to sell a new car. “We don’t make it public. If anything we believe is harming our brand, we will immediately take action on it.”
The Corolla GR had an initial allocation of 700 units for the five-seat GTS (up from the original 500) for the first year of sales, while the Morizo Edition was limited to 25 units.
“We decided in November [2022] to ask the agent to complete an expression of interest [form] providing more information about people wanting to buy a GR Corolla before a contract is signed or a deposit is made,” said Mr. Hanley.
“Expressions of interest include a customer’s preferences and driving history – not just with Toyota but with motorsports in general – and their involvement in car clubs.
“This approach aims to ensure that – as much as possible – these cars reach enthusiasts and loyal customers who truly want to enjoy their GR ownership.”
Mr Hanley says it all comes down to economic principles – supply and demand – which he thinks will lean towards the supply side by the end of 2023.
“Hopefully by the second half of 2023, we will see more supply – I think we will start to see that in the industry as a whole – and I think you will see this rate of ‘price increase’ going down significantly. tell,” he said.
Mr Hanley said that while all the measures put in place to try to allocate orders to the right customers had the best intentions behind them, he also said there was no perfect way to do it. that.
“[For GR models] We are doing our best to get them into the hands of enthusiasts. We’re doing our best – it’s not a perfect solution, but we’re doing our best within the legal framework of the country where we operate,” he said.
He had a strong message to potential buyers who might miss out on the first Australian allocation and to any Toyota customers who can’t get what they want when they want it.
“My simple message and Toyota’s simple message to customers is ‘don’t pay!’. Don’t do that. Wait,” he said. “Don’t overpay the retail price for a Toyota.”
Examples of near-new Toyota products in high demand can be found online that attract premiums of up to 30% off the list price. A quick search reveals examples like Toyota Corolla Cross Atmos The hybrid four-wheel drive system is listed at $69,888 – much more than the list price of $49,050 (plus on-road costs).
The same is true for HiLux, Prado, Landcruiser Series 70 And 300 . line Toyota is also aware of customers ordering, receiving, and then selling the brand’s limited-edition GR performance cars.
