Aurion Sales Struggling

[vztrt]

Aurion hit for six

http://www.goauto.com.au/mellor/mell...2576860024B534

Toyota’s ‘big six’ Aurion drags its heels, despite recent makeover

8 December 2009

By JAMES STANFORD

IT IS no secret that the Ford Falcon and Holden Commodore are suffering in the marketplace, but another big Aussie six has been hit harder this year.

Sales of the Toyota Aurion are down 29.3 per cent year-to-date, according to VFACTS figures collated at the end of November. By comparison, the Commodore is down 12.3 per cent and the Falcon is down just 3.7 per cent.

A mild update in September that brought minor styling changes and a five-star crash-test rating – accompanied by a fresh marketing push – gave the Aurion a sales boost in October, but the Altona-made sedan is still struggling.

At the end of November, Toyota had sold 12,604 Aurions for a monthly average of 1146. If November and December run at the same rate, the final Aurion tally will come in at around 13,750, fewer than the number of Camry V6s Toyota shifted in 2004.

The Camry V6 result was achieved despite competition from the V6 Avalon, of which Toyota sold 5584 in the same year.

The 2009 number will also be, by a long way, the worst 12-month result in the Aurion’s short life.

Launched in October 2006, the Aurion managed a healthy 22,036 in 2007 and 19,562 last year, when the economic crisis started to hurt the big sedan.

The Aurion is Toyota’s second attempt at the six-cylinder sedan market in Australia after the failed Avalon, sold here from 2000 to the end of 2005.

The Avalon’s best year was 2001, when it sold 11,760, but not even Toyota’s big-spending marketing department could save the outdated car and it died a slow death.

Back then, the Avalon had to compete with the Camry V6, a model that appealed to much the same buyer. Toyota Australia came to the conclusion that no V6 large car would be able to succeed selling against the Camry V6.

The answer was to kill off the Avalon and the V6 Camry and replace them with a reskinned version of the V6 Camry called the Aurion.

So, how does the Aurion compare to the combined sales of the Avalon and Camry V6?

Combined V6 Camry and Avalon sales stood at 20,989 in 2001, 20,197 in 2002, 19,004 in 2003 and 19,654 in 2004 before sales dipped in 2005 with 14,995 as the Avalon rolled slowly towards the chopping block.

The Aurion bettered both cars in its first year, did a similar number in its second and has now dropped well behind in 2009.

Some of the factors that are hurting the Falcon and Commodore, including fleets opting for four-cylinder engines and private buyers changing their preferences, are affecting the Aurion.

Toyota Australia spokesman Mike Breen says the Aurion is doing as well as the company expected.

“We are on track to meet our 2009 sales plan for Aurion,” he said.

Mr Breen added that Toyota was not prepared to discount to maintain Aurion sales.

"The facelift vehicle, launched in September, has improved specification levels on what is already a quality value for money package,” he said.

“We will continue to offer the best value packages possible across our Aurion range without distressing the vehicles price or devaluing the Aurion brand.”

The Aurion has every chance to bounce back as the economy strengthens, but the recovery could be made more difficult by another rival in its own camp, the Camry Hybrid, which will go on sale in February, presumably backed by a large marketing campaign.

Toyota has already issued a press release promoting the savings customers will enjoy by purchasing the Camry Hybrid instead of a ‘big Aussie six,’ a designation that includes the Aurion.

[uranium_death]

Are the Camry and Aurion basically the same car, just with a different engine?

[vztrt]

Originally Posted by uranium_death

Are the Camry and Aurion basically the same car, just with a different engine?

Yes they are.

[Paxton]

Originally Posted by uranium_death

Are the Camry and Aurion basically the same car, just with a different engine?

Yes.

Tom Gorman used to call the Aurion the V6 Camry in his press conferences, and Marin Burela has continued the tradition.

I think the biggest problem for Aurion is the lack of repeat purchases. Many of the people who had them as a lease the first time around, should have well and truly purchased their next car by now. My guess is, the novelty of being 'Your own Man' had worn off, and being a 'Traditionalist' is more appealing. I know a couple of people who have not bought another Aurion. One is in a Calais-V, and another got a Passat.

[whynot]

Originally Posted by Paxton

I know a couple of people who have not bought another Aurion. One is in a Calais-V, and another got a Passat.

I have seen the same thing happen in our fleet. When the Aurion came out, quite a few “user choosers” in our fleet went for them. They were impressed by the amount of equipment they could buy for the lease price. As far as I am aware, none of Aurion buyers have replaced like with like and have since moved on to other brands. I gather the Aurion’s driving dynamics was one of the main reasons for the move away.

Interestingly, after being the only one in the fleet with a FG Falcon for a long time, there is a number of new FG (all G6E) starting to appear in the car park.

[Swordsman88]

Originally Posted by uranium_death

Are the Camry and Aurion basically the same car, just with a different engine?

yes. The 'aurion' is/was the 'asian camry' which is a 4/6 pot car (though our versoin is only 6 pot obviously). The australian 'camry' is the US/Rest of world camry (once again 4/6 pot) but only sold here as a 4. Pretty basic set up to try to fool the public. Though aurion does have some locally specific styling stuff (or used to before the update?)

[FalconXR6]

The only reason these things have stopped selling is because of;
a) a lack of an update for years (the October "update" is NOT an update)
and
b) a hero model

Otherwise they are a bloody fantastic car and deserve their fair share of market share.

[ST]

Originally Posted by FalconXR6

Otherwise they are a bloody fantastic car and deserve their fair share of market share.

Really? Sure they have some go but they just seem to do the job. Have you driven one? Did it make you want to buy one or did it make you want to recommend it to your elders? It doesn't help that there are 2 much more appealing alternatives and it's still a Camry...

I can't see many people missing it when (should I say if?) it goes.

[Swordsman88]

Originally Posted by ST

Really? Sure they have some go but they just seem to do the job. Have you driven one? Did it make you want to buy one or did it make you want to recommend it to your elders? It doesn't help that there are 2 much more appealing alternatives and it's still a Camry...

I can't see many people missing it when (should I say if?) it goes.

Fully agree ST. Fact is that while i'd like to see aussie car manufacturing as vibrant as possible (even if Toyota isn't really doing any design work here...) the fact is the aurion isn't really all that good. Ok it had a very good engine (and still does) that is efficient and has good performance, and had some 'firsts' like standard 6sp auto etc. but its very average in most other areas. It didn't set new standards in ride, handling, safety or amenity. Its best points were that it was good value with plenty of kit, and looked a bit better than its toyota brother.

Once VE and FG came along it just put the aurion in an even more negative light. I'd sooner have a mitsu 380 then an aurion....the only real advantage of the toyota was that it has ESP but since it was useless and makes it handle worse i wouldnt' be too worried....

The TRD version was further evidence that no matter what the local arm did RE look, engine or handling the thing is basically a camry and the whole ownership experience is just that. With fleets going for the the 4pot camry and private buyers (not just 'RWD traditionalists' neither) realising the clear superiority of the Falcon/Commodore no wonder it doesn't sell well. Large car sales are down but the aurion is suffering more because it isn't very good. Period. That isn't the market's fault now is it?

[FalconXR6]

Originally Posted by ST

Really? Sure they have some go but they just seem to do the job. Have you driven one? Did it make you want to buy one or did it make you want to recommend it to your elders? It doesn't help that there are 2 much more appealing alternatives and it's still a Camry...

I can't see many people missing it when (should I say if?) it goes.

I have an AT-X company vehicle and it's an absolute gem.
While I wouldn't buy one for myself (I love my turbo too much), I would certainly have no hesitation in buying one for the missus or recommending it to friends and family. And would certainly buy one over a VE Commodore !

I wouldn't say it is at all boring. It' quick. And fun. And much more smooth and refined than many other cars on the market. Depends what you want out of a car, I suppose ?

[SSD-85]

A hero model? the TRD Aurion was the hero model, and it failed miserably.

[mik]

i think there`s still a lot of rear wheel drive tradionalist out there in the big sedan market, no matter how many killerwasps the Aurion has, it will be interesting to see if Commodore goes through with the front wheel drive thing......Aurion mk2 anyone?

[Mr Hardware]

It is sad to see all of the three aussie sixes struggling in sales, it is largely a sign of the times. Whilst ford will always have the proper fleet market, and holden will have the hearts of those misguided souls who somehow believe holden is australian, toyota has the financially conservative buyers. This can be a blessing and a curse, and through a period of almost nil inflation, toyota loses.

Which is a real pity as the Aurion is a damn fine car. Drive one and see for yourself.

[Paxton]

Originally Posted by Mr Hardware

Which is a real pity as the Aurion is a damn fine car. Drive one and see for yourself.

I did, and would rather have a TL Magna.

I didn't like the transmission, engine or the ESP.

[vztrt]

Originally Posted by Mr Hardware

Whilst ford will always have the proper fleet market, and holden will have the hearts of those misguided souls who somehow believe holden is australian

I think you'll find Ford is doing a lot more private sales then Holden is.

[Kaan]

Originally Posted by Mr Hardware

Whilst ford will always have the proper fleet market, and holden will have the hearts of those misguided souls who somehow believe holden is australian

It's all about media that keep telling that Holdens are Aussie cars. They are not. I wasn't into cars till I bought my XR6 and didn't know much about cars either.Back in 2001, I worked about 3 months in Holden Engine Plant in Port Melbourne. I actually learned that Holden is actually not an Aussie car which the parts coming from overseas and put together in here.

[whynot]

Originally Posted by Mr Hardware

Which is a real pity as the Aurion is a damn fine car. Drive one and see for yourself.

You have got to be kidding. (See my other post about my experiences with a rental Aurion. After driving one for two weeks, it is nice to be back in a car that does not do a lane change when one accelerates.)

An example of a FWD damn fine car is a Mazda 6.

[05MkIIFutura]

Originally Posted by Mr Hardware

Drive one and see for yourself.

I have and they drive like all Toyota's do - like a whirlpool washing machine on wheels.

Under steer, torque steer, revvy engine, crap seats, dash is 100% plastic, lights up like a christmas tree at night so bright you get fatigue and rides like a truck.

[DK30RB]

Well, i own both a 2007 Aurion Zr6 (which has now been passed on to my wife) and an FG XR6T. While the FG is a great car, there are aspects to the Aurion that make it better.

Aurion has better, build quality, blue tooth that works, 8 way electric seats, lockable fuel flap, easier to read insrument cluster, illuminated steering wheel controls, dual zone climate control standard on sports model, drivers grab handle, auto locking with push button start - no key required, and standard front and rear parking sensors.

The FG XR6T compared to the equivalent zr6 Aurion model misses out on all of Aurion's standard features mentioned above and hence cheapens the car a little.

Don't get me wrong FG goes better and handles better, but the little things you get used to can lessen ownership satisfaction a little.

In 60,000 km's the Aurion has not even required a light globe. I did have an issue with a knock in the front suspension, which was caused by me having it lowered. Toyota still replaced the shocks under warrany however.

I've only done 5000km's in the Xr6t so can't speak for reliability yet, but my old BA was such a lemon that most people, including me are surprised i went back to Ford. (sold it after 18months and 45,000km)

IMO the Aurion is still a great looking car.

[Swordsman88]

Originally Posted by DK30RB

Well, i own both a 2007 Aurion Zr6 (which has now been passed on to my wife) and an FG XR6T. While the FG is a great car, there are aspects to the Aurion that make it better.

Aurion has better, build quality, blue tooth that works, 8 way electric seats, lockable fuel flap, easier to read insrument cluster, illuminated steering wheel controls, dual zone climate control standard on sports model, drivers grab handle, auto locking with push button start - no key required, and standard front and rear parking sensors.

The FG XR6T compared to the equivalent zr6 Aurion model misses out on all of Aurion's standard features mentioned above and hence cheapens the car a little.

Don't get me wrong FG goes better and handles better, but the little things you get used to can lessen ownership satisfaction a little.

In 60,000 km's the Aurion has not even required a light globe. I did have an issue with a knock in the front suspension, which was caused by me having it lowered. Toyota still replaced the shocks under warrany however.

I've only done 5000km's in the Xr6t so can't speak for reliability yet, but my old BA was such a lemon that most people, including me are surprised i went back to Ford. (sold it after 18months and 45,000km)

IMO the Aurion is still a great looking car.

Quite a nice looking car DK.....the aurion is such an improvement over the base camry design IMO (thanks largely to nick hogias an ex ford BA XR designer...). With those wheels and lowered it is more than tolerable style wise, if a tad conservative...

The issue i have is really one of your preferences. I think the issue with the aurion (apart from those bowls club jokes) is that while quite a good car from an ownership perspective (esp the mid to high spec cars...) it really doesn't have what i would consider an appealing case. To be honest, while i realise the extra feature are great, i so don't care. Not when the base car is so average i.e. handling etc. as noted in my previous post. It woudl be great if Ford could give you all that for less (and it is available as part of option packs etc. albeit for more coin) but more importantly the car drive's so much better.

While every car needs time for its driver to work out how best to pilot it, i am (and so would most motoring fans as well) shocked that you would put any aurion model (save perhaps the TRD...) in the same class as an FG XR6T. You'd have to give me a 20 year waranty and a boot full of gold bulion in the aurion to make me ever see it in the same light..... I think with modern cars all being so similar in base features/design we are seeing feature lists being used to differentiate cars. The 'voice control' on mondeo is an example of ford doing that. Its the same reason the large car is down on sales generally....its all about 'itneresting' 'niche' cars....a large (esp aussie built) sedan is just so yesterday.... But the fact is that a car is to take you places. Any car enthusiast worth their salt should see it as more than a loungeroom with wheels.....features are nice but a heated cup holder does not make up for crip turn in or balanced handling. These are things that a car should be good at...its for moving people in a more interesting as well as comfortable manner. Otherwise we should all just take buses or trains no?

As i said, its an issue of preferences. For whateve reason, Toyota has found the large car segment has buyers not swayed by the aurion's proposition. Its really the car that doestn' deliver for mine......

[DK30RB]

Originally Posted by Swordsman88

Quite a nice looking car DK.....the aurion is such an improvement over the base camry design IMO (thanks largely to nick hogias an ex ford BA XR designer...). With those wheels and lowered it is more than tolerable style wise, if a tad conservative...

The issue i have is really one of your preferences. I think the issue with the aurion (apart from those bowls club jokes) is that while quite a good car from an ownership perspective (esp the mid to high spec cars...) it really doesn't have what i would consider an appealing case. To be honest, while i realise the extra feature are great, i so don't care. Not when the base car is so average i.e. handling etc. as noted in my previous post. It woudl be great if Ford could give you all that for less (and it is available as part of option packs etc. albeit for more coin) but more importantly the car drive's so much better.

While every car needs time for its driver to work out how best to pilot it, i am (and so would most motoring fans as well) shocked that you would put any aurion model (save perhaps the TRD...) in the same class as an FG XR6T. You'd have to give me a 20 year waranty and a boot full of gold bulion in the aurion to make me ever see it in the same light..... I think with modern cars all being so similar in base features/design we are seeing feature lists being used to differentiate cars. The 'voice control' on mondeo is an example of ford doing that. Its the same reason the large car is down on sales generally....its all about 'itneresting' 'niche' cars....a large (esp aussie built) sedan is just so yesterday.... But the fact is that a car is to take you places. Any car enthusiast worth their salt should see it as more than a loungeroom with wheels.....features are nice but a heated cup holder does not make up for crip turn in or balanced handling. These are things that a car should be good at...its for moving people in a more interesting as well as comfortable manner. Otherwise we should all just take buses or trains no?

As i said, its an issue of preferences. For whateve reason, Toyota has found the large car segment has buyers not swayed by the aurion's proposition. Its really the car that doestn' deliver for mine......

I consider myself to be a car enthusiast, like i said i have owned a number of new cars in the past 15 years, 6 of those being Falcons. All have had modifed suspension, wheels, and trim. I look after my cars and show a genuine interest in both handling, driveability and features.

But i am realistic.

Whats so shocking about putting the XR6T and the Aurion in the same class. Both cars are a 5 seat FAMILY SEDAN.

99% of my driving is between my home, office and clients, i'm usually stuck in traffic driving at 40km's hour. Anyone who drives the m5 (or Sydney Traffic)daily will tell you that a cars dynamics mean nothing!!! Its all about features and comfort. Sure for the 1% of the time when i can have some fun in the XR6T it wins hands down in terms of dynamics and performance. But as an all rounder for Normal everyday driving its hard to separate the two. Each have their good and bad points.

I can't justify the reasoning that 1% of my driving is spirited so i MUST buy another XR6T or FPV when my lease is up. I'll buy the car that suits 99% of my driving patterns/needs and if it happens to be a new Aurion then so be it....

When it comes down to it, for my driving requirements, the 200kw Aurion is going to get me there just as quick as the 270kw XR6T and use much less fuel.

avg 8.9 L/100 in the Aurion -vs- 12.9 in the XR6T on the same driving route.

[Falcon_Crazy]

THe Aurion - had one as a hire car and hated it. Powerful motor, too much in front wheels for me. Inside it is a BORE...how anyone could live with it day in day out is beyond me..a sea of plastic and rubbish switch gear...for the first time in many years, i had to pull out the manual to work the radio....ive driven stacks of different hire cars and never had that issue...gawd it was boring...

[Wretched]

The Aurion was good attempt by Toyota to challenge Ford and Holden, however the execution of it was poor. The car had power but the handling was sub par, the interior was dated and boring and the exterior well, it was dated upon release.

[tezxr8man]

I like it when people say it's sad to see the big aussie cars struggling but how many people have an FG or a VE? I have two falcons and and proud to buy aussie why doesn't every1 else do the same its not hard to see that if you buy australian that they wont struggle like they are now

[Joe5619]

This article & topic ****es my off... When the media put the boot into the local Ford plant every kicks a fuss... The same has been done to Toyota & we are adding to the kicking? If the media put such negative spin on things then the plant will close & Australian jobs will be lost. The media should be trying to talk up local cars, not put then down every chance they get. Must have been a slow day as they have picked on Toyota for no reason.. There are lots of imported cars not doing so well they could have picked on!!

[pottery beige]

To many bloody import's allowed in cheaply Reduction of tariff's are a real threat to the our car industry and aussie job's!

[Wretched]

Originally Posted by pottery beige

To many bloody import's allowed in cheaply Reduction of tariff's are a real threat to the our car industry and aussie job's!

Is it really the tariffs causing the issue or the change in consumer tastes and the lack of adjustment by the locals?
The "smaller" cars these days aren't as small as they used to be and are enough for most people. I "downsized" from a Falcon to a Focus and have never looked back, I have no need for a Falcon sized car.

[Maggot]

As much as I would never buy an Aurion.. it is true that buying one does more for aussie manufacturuing that buying a focus or or fez.

The Aurion won the recent 'best cars' comp.. not that those competitions mean too much to me, just that it was the only aussie content car to do so.. and when the import tarrifs fall next year then the local car industry will really be challenged.

I am doing my part!!

[Dave R]

Originally Posted by Mr Hardware

Whilst ford will always have the proper fleet market, and holden will have the hearts of those misguided souls who somehow believe holden is australian

I believe Holden do more fleet sales. Of late, private sales have leaned towards Falcon.

[merlin]

Actually having read the thread most people agree - fantastic engine, OK styling, but interior and mainly handling are the big let downs (driving an Aurion in the wet was ridiculous).

I really think RWD is here to stay given our tastes.