Toyota Australia says consumers of a passenger car from the Japanese auto giant for less than $30,000 will now turn to the used car section of the dealership.
With the discontinuation of the gas-powered Yaris, with the exception of the GR hot hatchback edition, the new cheapest Toyota passenger car now costs about $30,000 before traffic charges, and above that figure once registered, stamp duty, delivery to broker and other mandatory requirements. Obligations. Chargers are included.
Speaking to Drive at the launch of the 2024 C-HR, where it was announced that the Yaris and Corolla sedans are now hybrid-only, Toyota Australia’s director of sales and marketing, Sean Hanley, said the increase in the access value of its passenger car range is not a blow to customers, But it’s a sign of the times.
“When we introduced the next-generation Yaris in [2020], we left the benchmark at less than $20,000,” he said.
“If we go back in time, it’s less than $15,000, less than $20,000, and now, if you look closely, it’s a little under $30,000, that’s the average access, not for everybody. “
While the cheapest Yaris now costs $30,190 before highway prices for the SX Hybrid (and Toyota has dropped out of the sub-$30,000 vehicle market), there are still plenty of other brands, many of them from China, competing for new car buyers in the market. .
The Mazda 2, a rival to the Yaris, costs $24,870 plus road expenses, while the soon-to-be-replaced Suzuki Swift costs $25,990 in the car with automatic transmission.
Kia also offers its single-model Picanto at $20,690 in-car, and Hyundai offers its Venue urban SUV priced at $22,500 before road charges.
Now, with a starting value of about $30,000 for the hybrid-only Yaris, Drive asked if that left the door open for a less expensive hybrid variant based on the gas-powered Ascent Sport, but Hanley said Toyota has “no plans. “for such a model.
Along with the Yaris, Yaris Cross, and Corolla, Toyota’s top passenger cars are also more expensive than the Hyundai i30 (starting at $24,000), Kia Cerato (starting at $27,060), GWM Haval Jolion (starting at $28,490 per car), and Mitsubishi. ASX (from $24,490 before road charges).
If we go back to 2011 and the launch of the previous third-generation Yaris, it’s worth $14,990 before on-road costs, and even after adjusting for inflation, that value amounts to about $20,297 in today’s money.
However, Hanley is quick to point out that the hybrid powertrain, active motive power protection features, and other advancements make comparisons between old and new Yaris models moot.
“By the way, the cars we have today, compared to the cars [of the past], are very different cars. The protection characteristics have changed, the connection characteristics have changed, the engine and transmission [have changed].
“As we delve deeper into [electric], FCEV [hydrogen fuel cell], PHEV [plug-in hybrid], HEV [hybrid] and BEV [all-electric] transmissions, they become more expensive. “
What about the first-time car customer who historically bought a Yaris or a similarly sized sedan?Hanley said consumers looking for a more affordable option can check out Toyota’s qualified used cars.
“When we exited the sub-$20,000 car market, we knew perfectly well that there would be a sub-$25,000 [car] market, so our offering in that area was quite different than most,” he said.
“We said, ‘Actually, we’re going to launch a new offering called Toyota Certified Pre-Owned Cars,’ which will partially close that sub-$25,000 gap, and that’s what we’re providing to customers.
Toyota’s range of certified pre-owned vehicles includes key criteria designed to make them a “safer” selection than traditional used cars: cars will need to be less than 10 years old, have driven less than 160,000 km and have a full service history.
As a result, Toyota Certified Pre-Owned cars come with a one-year warranty subsidized through Toyota with roadside assistance and can be purchased through the brand’s financing programs.
At the time of writing, the maximum number of Toyota certified pre-owned vehicles for sale on the brand’s online page is a 2016 Yaris Ascent priced at $17,990 in the car, a car that charges $16,820 before highway prices when new, although the car offers the price was $17,490. They weren’t unusual at the time.
Hanley said the costs of Toyota passenger cars will be passed on.
“When you say $30,000 [as] access level, it’s in financial terms, if you take into account the cost of cash [sic] and the variables of today’s world, that’s where it’s at,” he said.
“When we look at our load planning, we look at all the variables: currency, shipping, so many things that influence the charging of a car.
“It’s too complex to check and justify in a two-minute interview, but the truth is that we try to market the cars as competitively as possible.
“We think this is now a $30,000 hotspot, but underneath that, we also have a wonderful source of Toyota Certified Pre-Owned vehicles. “
Senior Journalist
Tung Nguyen has worked in the automotive journalism industry for more than a decade, getting her start in publishing before moving to Drive in 2024. With a background in news writing, articles, reviews, and tips, as well as video presentation skills, Tung is a do-it-all content creator. Tung’s love of cars began as a child, watching Transformers on Saturday mornings, as well as countless hours in Gran Turismo on PlayStation, meaning his dream car is a Nissan GT-R, with ample freedom. Walking structure kit, of course.