Industry Report: Toyota Canada Shows Exciting New Models and Concepts at CIAS

Beatty went on to introduce a specially-equipped Matrix, dubbed the TRD (Toyota Racing Development) special edition. An exclusive

The Matrix TRD special edition will be a Canadian exclusive, according to Beatty. (Photo: Justin Couture, Canadian Auto Press)

model to Canada, the Matrix TRD features power door locks and a 200-watt Panasonic audio system on the inside, and a unique rear spoiler, TRD exhaust tip, TRD decals and an exclusive set of 17-inch alloy wheels on the outside.

After Beatty's introductory remarks Managing Director Tony Wearing addressed the crowd of journalists, immediately reminding all that Toyota continues as the "best-selling brand in the passenger car market in Canada," adding, "and we intend to aggressively pursue that same honour in the Canadian truck market."

Wearing used the word "aggressive" to describe the new Tacoma pickup, but most in attendance were still hanging on the even more aggressive previous statement, challenger all domestic brands that Toyota had plans to overtake them in truck sales.

While the thought of Toyota's Tundra overtaking Ford's F-150 in full-size sales might seem comical right now, most would have

The Tacoma was recently named "Best New Pick-up" of 2004 by the Automobile Journalists Association of Canada (Tacoma shown in rear). (Photo: Justin Couture, Canadian Auto Press)

laughed equally a couple of decades ago at the unlikelihood of the Camry surpassing Ford Taurus sales. In other words, anything is possible when Toyota is at the helm.

The Tacoma, recently named "Best New Pick-up" of 2004 by the Automobile Journalists Association of Canada (AJAC), is already a sales leader in the compact to midsize segment, and most could imagine it taking over top spot with out much of a stretch. After all, according to Wearing it achieved its best sales ever in 2004, in its old body style, and during January of 2005 the revise truck saw sales jump 180 percent over the same month in 2003.