An influx of new brands into the already crowded Australian market isn't a threat to Toyota , says one of its senior executives, but that doesn't mean it won't be damaging.

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Speaking at a media event, Toyota Australia sales, marketing and franchise operations vice president Sean Hanley told CarExpert the race to bring products to showrooms poses a greater threat to the industry overall than to Toyota itself.

"I don't think that all these brands turning up in numbers is a threat to Toyota at all. I think it's not grea

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