Anti-gouging effort vets GR Corolla customers

TOYOTA Australia has instituted an unprecedented sales vetting technique in order to allow the most suitable customers to get their hands on the most desirable products, such as the just-launched Toyota GR Corolla hot hatch.

It aims to circumvent price-gouging profiteers from getting the keys to a vehicle in the hope that customers who missed out on the original allocation will pay over the odds for a near-new car.

Evidence of this happening not only affects GR models, but more mainstream Toyotas as well.

Worse, some Toyota dealerships are attempting to take advantage of the market circumstances, with some listing popular new models such as the Toyota Corolla Cross Atmos hybrid all-wheel drive small SUV at more than 30 per cent over the list price. 

A glance at the online classifieds further shows examples of HiLux, Prado, 300 Series and 70 Series LandCruiser models with asking prices well over the manufacturer’s list price.

Toyota Australia sales, marketing and franchise operations manager, Sean Hanley said he wants dealerships to do their bit to stop this type of “uncompetitive” behaviour from occurring. 

“We remind (Toyota dealers) of their obligations and the standards at which we operate, very quickly,” said Mr Hanley.

“We don’t publicise it. If anything we believe is damaging our brand, we jump on it straight away.”

This veiled warning comes in light of the Australian launch of the GR Corolla hot hatch, which is limited to just 700 units in its first year on sale (plus 25 Morizo Edition models).

Mr Hanley said that since late last year, dealers have been asked to get potential customers to fill out expression of interest forms designed to help the dealership identify the right buyers for a GR Corolla, before any contracts were signed or money exchanged in deposit.

He explained that the paperwork delved into the customer’s “motoring interests and history – not just with Toyota, but with sports-cars generally – and their involvement in car clubs”, in a move that he said he hoped would ensure “these cars end up in the hands of enthusiasts and loyal customers who truly want to enjoy their GR ownership”.

Specifically for GR models, Mr Hanley said Toyota is “making every effort to get them to enthusiasts”.

“It’s not a perfect solution, but we’re trying our best within the laws of the country we operate in,” he said. 

However, there are no repercussions for those who do what Mr Hanley would see as the wrong thing; buying a highly desirable and potentially collectable new car just to flip it for a profit. 

He ruled out ‘blacklisting’ the buyer, as some exotic car brands may do if a customer is found to be taking advantage of the system.

“There are no repercussions, we just hope that we get them in the right hands.”

Mr Hanley further stated that customers should be aware that this is a problem that they can easily help solve. 

“My simple message, and Toyota’s simple message to its customers, is ‘don’t pay!’. Don’t do it. Wait,” he said. “Don’t pay over retail for a Toyota.”