Toyota: No discounting war with new Hilux

Toyota: No discounting war with new Hilux

Toyota New Zealand general manager of sales Steve Prangnell says the company has set a sales forecast of 5400 units for its new Hilux in 2016 – with the aim of making a profit on each one.

“We are not going to enter the discounting war,” he told media at the Hilux launch today. “Our game plan is to not watch the competitors.”

“Our strategy is to execute our game plan and not to watch the score board,” says Prangnell.

Pragnell says Toyota New Zealand is also expecting a decline in new vehicle sales in 2016 of at least 8% but says the Palmerston North based distributor will hold its current market share of 21%.

He also commented that in the last five years the market for light commercial vehicles such as Hilux has grown by 50% taking share from sedans and hatches, as buyers move into pick-ups as they have become more car-like to drive and offer better specification and safety features.

The new Hilux range grows from 12 models to 21, and includes the new high-riding PreRunner 4×2 models that mirror the 4×4 models in all aspects apart from not having the on-demand four-wheel-drive system.

There are four Hilux grades: S, SR, SR5, and SR5 Limited. The new PreRunner adds five new variants to the range, and Limited specification adds four more new models.

PreRunner is a Toyota sub-brand name that comes from the American-made Tacoma pick-up that has been used to differentiate it’s high-riding 4×2 models in that market since 1988.

Engine options for the new 206 Hilux include the new four cylinder 2.8-litre turbo diesel engine in two different power levels, as well as a 4-litre V6 petrol in both a 4×2 and 4×4 double cab model.

Toyota admits it previously had a deficit in the 4×2 range, particularly not having enough automatic variants or a high-riding variant to conquer the Ranger and other pick-up brands.

Offering the upscale SR5 Limited in 4×2 and 4×4 versions will allow Toyota to sell 700 more units a year into the “Wildtrak” market says Prangnell.

Three of the Hilux 4×2 S variants are priced under $40,000; the 2.8-litre diesel five-speed manual retails from $36,990.

The top specification Hilux SR5 4×4 Limited diesel automatic retails at $70,490.

The Hilux will be officially on sale in Toyota dealerships from December 1, 2015

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