Four reasons why the Toyota Harrier is a key model for Singapore

This year, Borneo Motors Singapore (BMS) celebrates its 50^th anniversary of its incorporating and its partnership with Toyota Motor Corporation (TMC) in Singapore with the opening of the new Inchcape Centre. And for the first time ever, the new turbocharged Toyota Harrier is being brought in by BMS, Toyota's Authorised Distributor (AD) in Singapore. Together, these two events represent a key milestone for BMS as it pushes ahead into the future. 

Previously only available via Parallel Import (PI), the launch of the new Toyota Harrier is more than simply just any car launch - it represents a big step forward for BMS and the Toyota brand in Singapore, especially with it being the first turbocharged model here. We sat down with its Chief Engineer, Yoshikazu Saeki, to talk about the development of the Harrier, its availability in Singapore, and to discuss why the Harrier is an important model for the Singapore market. 

1. It's the first time the Toyota Harrier is available outside of the Japanese domestic market

Touted as a 'Made-For-Singapore' car, the Harrier represents a big win for BMS - it's the first market outside of Japan to get this model through the AD. It highlights the tight partnership between BMS and TMC. According to Saeki-san, the decision to allow the Harrier to be exported to Singapore was predicated on the model's suitability to our market.

"In Japan, when we talk about Harrier, people think of words like stylish, aggressive, smart and cool. So in Japan, the Harrier is a vehicle that suits a city like Tokyo. This is my first time coming to Singapore, and my impression is that Singapore and Tokyo are very similar - they are exciting, vibrant places that suits the Harrier," he tells us. "If it's a very different market, then I don't think I would agree to export the Harrier here."

The localisation of the model means that all functions are in english, so Singapore drivers won't face a language barrier (an issue with the PI models) to operate and enjoy all of the car's features. At the same time, the ownership experience for customers is assured by BMS, with servicing by Toyota-certified engineers using genuine parts across an islandwide network of service centres. For Saeki-san, this partnership was key for TMC. According to him, Toyota's thinking is that the sales transaction isn't important. The key is in establishing a good relationship with customers so that any potential future problems and concerns can be directly addressed, which is something BMS is capable of. "The relationship is the most important, and this is Toyota's main concern," he says.
 
2. This is the first turbocharged Toyota model in Singapore
 
The decision to offer a turbocharged Harrier was made to respond to the needs of customers. Saeki-san mentions that Toyota started to see Harrier customers with growing expectations.

"In Japan we offer both naturally aspirated and turbocharged variants. But we realised that Harrier users started to expect more things. Some are happy with the conventional 2.0-litre engine, but some want a better driving experience, and that's why we introduced the 2.0-litre turbocharged engine," he says. (The engine is the same unit that powers the Lexus NX200t.) 

In Singapore, the Harrier marks the first turbocharged Toyota model available from BMS (Toyota is the only brand that has yet to introduce a turbocharged model in Singapore). It's an important step forward in the local market, allowing the brand to match up to its competitors that have forged down the path of turbocharging.
3. The engineering behind the Harrier is indicative of Toyota's future direction

The turbocharged Harrier is offered with a six-speed automatic gearbox, a departure from the seeming trend towards Continuously Variable Transmissions (CVT). The key to this choice is the matching of the transmission to the engine, says Saeki-san. With the high torque output from the turbocharged engine, a CVT gearbox would experience delay, along with diminishing the sensation of acceleration. Therefore, a conventional six-speed gearbox would be more suited to this particular engine.

"Certainly, this is a case by case issue. My thinking is figuring out whats the ideal combination, that's my priority," he adds. This reflects the brand's considered approach to engineering vehicles suitable to the variety of customer demands. 

The Harrier also comes with the Safety Sense P Package, which offers a full suite of safety technologies identical to the Japan model. "Toyota believes in a global standard and providing the same specs for all markets, so the Harrier in Japan and the one in Singapore will have the same performance specifications," Saeki-san says.

4. The Harrier aims to be in a class of one

"In Japan, we tend to see that the Harrier faces little cross-shopping. For instance, customers who are considering the RAV4 will also have the CR-V in mind. Same goes for the C-HR and the Vezel. But the Harrier is in a unique position that sits outside traditional SUV categories," says Saeki-san. 

Usually, when talking about SUVs, the most important thing is function. Afterall, that's how the SUV first came about. However, difference for the Harrier is that it was approached from an emotional perspective. "When compared to other SUVs, we are creating the Harrier from a different perspective, with a focus on captivating design and interior refinement. Thus we don't see much cross-shopping for the Harrier. Many customers say 'I decide' and pick the Harrier," he says. 

Positioned as a more premium options among the choice of Japanese SUV models, the Harrier aims to be in a class of one in Singapore, offerings its drivers a unique and emotive experience.

Looking ahead

The opening of the new Inchcape Centre marked a key milestone for BMS, as it takes a big step into a high-tech and integrated future. The introduction of the new turbocharged Harrier is an important milestone as well. It highlights the importance of the Singapore market for Toyota, as well as BMS' ability to be a market leader by being the first distributor to offer the Harrier in an international market.

The launch of the new turbocharged Toyota Harrier has been met with overwhelming response, with a first batch of cars already completely sold out. As we look to the future of Toyota in Singapore, it is definitely an encouraging sign that the brand isn't just standing pat - by showing a willingness to adapt and responding to customer demands with the Harrier, and along with the launch of a brand new integrated facility, Toyota looks set on restaking its claim as the market leader in Singapore.