The Australian automotive market continues to grow. After a record year in 1997, during which 722,427 cars were sold, industry experts correctly forecast an even bigger 1998. While the overall market became more price sensitive, with the continued introduction of cheaper Asian exports, it was the traditional market stalwarts - Toyota, Holden and Ford - who dominated the local market.    A total of 807,669 new passenger and commercial vehicles were sold in 1998, more units in one year than ever before. The compact four wheel drive and small car segments saw tremendous booms, although it was the larger family vehicles which ultimately triumphed.
	Toyota took outright market leadership in 1998, selling 158,290 vehicles, 4,701 more than Holden and 27,476 more than Ford, despite the launching of an all new Falcon. Although Toyota’s success was due largely to its traditional domination of the commercial vehicle segment, Toyota was also number one in the Medium Four (Camry) and Sports (Celica) segments, as well as Four Wheel Drive (LandCruiser), 4x4 and 4x2 Utes (Hilux), Buses (Coaster) and Vans (Hiace).    Toyota’s world-class manufacturing plant in Altona, Victoria continued to produce Camrys and Corollas, for both the local and export market. The 1,500,000th Australian produced Toyota rolled off the production line in December 1998.    Toyota is the third largest car manufacturer in the world, accounting for around 10% of total global production. The Camry remains the top selling vehicle in the United States, while the Corolla reigns supreme in Japan. Of the Camrys built in Altona, approximately 40% are shipped to the Middle East, South East Asia and New Zealand, contributing over $600 million in valuable export earnings. For the second year running, Toyota was voted as the most “admired car company in the world”, as reported by American ‘Fortune’ magazine. Today, there are 260 Toyota dealerships around Australia while Toyota Motor Corporation Australia directly employs 4,300 people throughout its operations.
	In the late 1950s, construction boss Les Thiess (later Sir Leslie) began importing Toyota LandCruisers for work on Australia’s largest ever Hydroelectric Scheme in the Snowy Mountains. Sir Leslie found that the LandCruiser was far superior to the British and American four wheel drives, giving his company’s employees an added safety tool in the treacherous work conditions. The Snowy Mountains Hydroelectric operation celebrates its 40th Anniversary in 1999. After the scheme’s completion, Sir Leslie secured sole LandCruiser distribution rights for Australia. Toyota quickly established an extensive network of decentralised parts and service centres across the country, while its competitors relied largely on head office service. This realisation in the potential of the rural market helped Toyota achieve the position of Australia’s number one commercial vehicle distributor. In 1963, Toyota began to manufacture cars in Australia. It was the company’s first manufacturing activity outside Japan and today remains a monument to Toyota’s commitment to Australia as a regional production base. Toyota’s well-built, comparatively well-priced and ultimately reliable four cylinder cars provided the country’s first real alternative to the traditional ‘big sixes’ and catapulted the company to four cylinder market leadership. Today, the Toyota Camry is still the best selling medium car on the market.
	Worldwide, Toyota builds the largest and most diversified range of vehicles of any manufacturer. In Australia, Toyota has a model in most vehicle segments. From the Starlet to the Dyna, Toyota has a vehicle for everybody. Toyota’s key focus areas - technology, the environment and safety - are reflected in every car it makes. Since becoming the first manufacturer to commit itself to the widespread introduction of twin camshaft multi-valve technology in 1985, Toyota began producing the very first mass-produced Hybrid electric car, the Prius, in 1997 for the Japanese market. Toyota is committed to the environment, being one of the first manufacturers to utilise water-borne paint technology that significantly reduces emissions to the air. Toyota is developing low emission petrol and diesel engines to take us into the next century ahead of future Government regulations. Moreover, the Toyota safety cell has been developed to not only meet, but surpass world-wide safety standards. Toyota vehicles score consistently well in independent safety analyses, usually faring better than competitive products.
	Market trends to vehicle enhancement and personalisation received a boost in Toyota’s range during 1998 with the introduction of the motorsport styled TTE Rallye enhancement pack for the Corolla liftback. Front air dam, side skirts, mesh radiator grille, exhaust extension and distinctive decals gave the Corolla TTE Rallye street appeal that actually exceeded Toyota’s expectations. Toyota has moved to give buyers even more choice during 1999, first with the introduction of a Touring Series version of the Camry V6 and then with the addition of the motorsport inspired Camry GTP enhancement pack for the Touring Series. Initial stocks of the Camry GTP enhancement pack represented a 300 percent increase over the Corolla TTE Rallye availability and reflected Australians’ growing appetite for a car personalised to their own tastes. The GTP body kit features a sports mesh grille and race-style front number extension plus side skirts and unique GTP identification. Optional rear spoiler risers increase the height of the original spoiler by 50mm and increase the angle to enhance the racing image. Body enhancement kits are already under development for new Toyotas to be released over the coming year.
	Toyota continues to develop award-winning advertising, winning a Bronze Lion at the Cannes Festival in 1998, for the LandCruiser “Speedcop” advertisement. Toyota’s advertising successfully combines humour with strong consumer benefits, with the end result being a memorable and effective piece of communication. Toyota continues to develop specific brand properties, to distinguish between its various models. From the Camry Chicken to the RAV4 Camels and the HiLux Breaker Bothers, Toyota is famous for its ability to create characters that are simultaneously likeable and product oriented. Each year, Toyota embarks upon a wide range of promotional and sponsorship activities. While continuing to sponsor popular television shows such as 60 Minutes and The Panel, Toyota is also the major sponsor of the Annual Tamworth Country Music Festival. Meanwhile, their relationship with ‘Radio King’, John Laws, continues to flourish.   In 1998, Toyota also helped a group of young students realise their dream to design, build and drive a solar powered car across Australia. Although they did not achieve their major goal, which was to beat the record set by entrepreneur, Dick Smith, they have vowed to try again. Toyota and Dick are both sure that they’ll be successful next time round.
	Toyota has always had a reputation for building reliable, safe and altogether well-built cars. And ‘Oh what a feeling’ gives some emotional spin beyond these purely rational attributes. The line remains the most recalled automotive tag in Australia, the outcome of Toyota’s commitment to it. The visual representation of the line, combined with the musical interpretation (the jingle) in television and radio, is a strong branding device, one which is adhered to across all executions. While the OWAF is included in all advertising and was developed to represent overwhelming owner satisfaction, its longevity has been largely due to its flexibility. ‘Oh what a feeling’ means different things for different people and also changes between vehicles. A Camry might give you the feeling of safety, you feel secure in your LandCruiser, and sporty in you MR2. Toyota acknowledges that the car purchase decision is a very emotive experience and the cars are designed to create a special feeling for the buyer.

TOYOTA
		Over the past 40 years Toyota Australia has played a significant role in pioneering successful offshore manufacturing for Toyota Motor Corporation. Today, that contribution to TMC’s global development continues. In 1995, Toyota Australia became the first Toyota company in the world to establish an internet site.  Since then Toyota operations in Japan the USA and other centres have established websites.  Then in 1999 Toyota Australia became the first Australian Automaker to offer  new cars for sale directly via the Internet.
		A new emissions testing laboratory, which opened recently at Toyota’s Altona plant in Melbourne, sets new benchmarks for automotive emissions testing. The new facility will test around 1000 Altona-built domestic vehicles each year for compliance with emissions standards.
		Toyota’s sponsorship of 50th Anniversary celebrations of the Snowy Mountains Scheme during 1999 continues a long association for the Toyota LandCruiser range. More than 390,000 LandCruisers have been sold here since the first vehicle won its Australian reputation from 1959 during the construction of the Snowy Mountains Scheme.
		Each year 1500 anglers gather on Queensland’s Fraser Island, the world’s largest sand island, for the Toyota Fishing Expo. Apart from its status as one of Australia’s largest fishing contests the Toyota event also ranks as the largest regular gathering of four wheel drive vehicles in the Southern Hemisphere - a majority are Toyotas.
		Toyota LandCruisers are regular users of the Trans-Australian railway line that crosses the Nullarbor Plain. Fitted with special steel wheels and hi-rail conversions, the Australian Rail Track Corporation’s LandCruisers ride the rails carrying maintenance crews to remote locations. The steel wheels are raised and the LandCruisers drive back onto the road at level crossings.