
Much to everyone’s surprise,
Toyota has decided to bring in the sedan version of the Etios three months before the hatchback. The Japanese car manufacturer takes the wraps off its much-awaited Etios small car on December 1.
Toyota’s fate will be written afresh when the company launches the Etios. The company wants to recreate the magic that the launch of Corolla had created in the market. In the last 37 years since launch, the Japanese car giant has sold more than 2.4 crore Corollas worldwide.
Toyota has been looking for a breakthrough in the Indian market with a volume-car just the way that Japanese rival Suzuki has in India. And after being in production for four years, Toyota is counting big time on the success of the Etios.
“Our current capacity is 70,000 vehicles per annum. We are now trying to expand it to 80,000. In all, the goal is to make 140,000 to 150,000 vehicles a month. The second plant (coming up next to the current one) will only make the Etios,” Nakagawa said.
In 2011, Toyota is planning to manufacture 70,000 Etios, including the sedan and hatchback variants of the car. “The variant ratio will depend on customer demand,” said Nakagawa. The company is keeping silent on the pricing of the Etios, but speculations say that the Etios sedan version will be priced in the range of Rs 6-8 lakh. The Etios sedan will compete with cars like Tata Manza and Maruti Swift Dzire.
“The B segment is the most competitive segment in India now and is the fastest-growing one too, with many players entering. We will have competitive pricing with best technology,” said Sandeep Singh, deputy managing director marketing, Toyota Kirloskar Motor.
The company is relying on its expansive dealer network to achieve the volume target. “We currently have 120 dealers and by end of this year we plan to take this number to 160. We will also hire more engineers, sales persons, service mechanics to enhance the customer experience,” said Nakagawa.
“Most of the newly added dealers will belong to B and C class cities. As per our current business model, we sell almost 70% of our cars in big cities and towns. With the introduction of Etios, we wish to achieve 50-50 ratio,” he said.
Toyota will start the bookings of Etios right after the launch on December 1. But promotional campaigns are already on at major Toyota sales outlets. And if you believe a Mumbai-based Toyota dealer, Etios brochures are already available at showrooms.
“Consumers are curious about the Etios. We receive at least 15 inquiries on a daily basis from people wanting to know details about the car,” the dealer, who requested to be anonymous, said.
Toyota’s current range of cars in the Indian market include Corolla Altis and Camry sedans, the Fortuner and Prado sports utility vehicles, and Innova, the best-selling MUV in India. These vehicles are manufactured at the company’s facility in Bidadi near Bangalore. No wonder then that some of the most recent spy pictures were shot while the Etios duos were undergoing tests on the Mysore-Bangalore roads.
Toyota showcased the Etios concept at the Auto Expo in January this year and since then the company’s India team has been busy in creating a brand name for it. And the company has brought in none other but the two-time Oscar winning music maestro AR Rahman as brand ambassador for the Etios.