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.

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 great for the industry," Mr Hanley said.

"Over the last 10 years the term 'speed to market' has been a huge phrase, in technology particularly, and that can be applied to many industries beyond the car industry.

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