After months of pre-launch publicity, Toyota Australia has finally launched its sporty TRD brand and the first model, the 241kW supercharged Aurion.

Locally designed and built, The TRD Aurion is the most powerful Toyota ever sold in Australia and will sprint from 0 to 100km/h in 6.1 seconds. It is electronically limited to a maximum speed of 250km/h.

Toyota Australia's senior executive director of sales and marketing, David Buttner, said the TRD (for Toyota Racing Developments) Aurion represented "Toyota plus".

"The TRD involvement elevates Aurion's dynamic capabilities while retaining Toyota's traditional quality, durability and reliability," Buttner claimed.

Toyota Style Australia designed the new Aurion's exterior and interior. The model is sold in two grades: 3500S, for 'sport' (coincidentally reviving a 1970s Rover model grade), and 3500SL, for 'sports luxury'.

Both have the locally developed 241kW supercharged engine, sports suspension, 'performance' brakes, 19-inch alloy wheels, TRD-specific front and rear bumpers, side skirt and rear spoilers, sports seats, power driver's seat, alloy pedals, TRD scuff plates, air conditioning and leather-wrapped steering wheel.

The 3500S - with a recommended retail price of $A56,990 ($US45,500; EUR33,800)- is "strategically positioned below the luxury-car tax threshold", according to Toyota.

The higher-grade 3500SL adds 'smart (ie keyless remote) entry' and 'smart start', full leather interior, clearance and reverse parking sonars, dual-zone automatic air conditioning, six-way power front passenger seat and TRD-branded floor mats. RRP is $A61,500.

Buttner claimed the price, specification, value and performance of the TRD Aurion would position it against both locally-built and imported competition.

"TRD Aurion matches the size of the locally produced sports sedans [Ford Falcon, General Motors Holden Commodore] that are priced above it, and it exceeds the performance of its imported rivals," he said.

The TRD Aurion is the first production car to use the Eaton TVS (twin vortices series) supercharger.

"It offers new levels of efficiency and quietness," Buttner said.

"The standard Aurion engine is already at the forefront of technology - the most powerful naturally aspirated six-cylinder powerplant in its class. The Eaton supercharger lifts performance to a new plane with instant throttle response and excellent acceleration at low engine speeds. The power is delivered consistently and evenly throughout the rev range, rather than suddenly producing a neck-breaking surge," he said.

"At the same time, it's so fuel-efficient you don't need to be a 'petrolhead' to enjoy exhilarating performance."

The supercharged 3.5-litre V6 engine is mated to a six-speed automatic transmission with sequential shift.

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