Toyota Kirloskar Motors Pvt. Ltd. displayed their concept cars from its EMR Series at their two prominent dealerships in Bangalore, Ravindu Toyota and Nandi Toyota. The carmaker also displayed exciting motorsport activities along with the exhibition of the cars. By this, TKM is further following the “WAKU DOKI” concept which means “excitement, joy and fun” in Japanese.
Etios Motor Racing (EMR) was introduced at the Auto Expo 2012 at Pragati Maidan in New Delhi. The new sporty avatar of the Etios will strengthen Toyota’s efforts in reaching out to the younger group and popularize motorsports in the country.
TKM is also going to organize motorsport based activities for all age groups visiting the dealership which will include racing simulators, remote controlled cars on race tracks, children’s automotive learning area, and other relevant contests and activities. The company plans to spread the EMR brand and also spread its wings in 14 cities and 24 dealerships. There will be exhibition races, road shows and many more activities throughout the year.
Mr. Hidehisa Nagae, Executive Managing Coordinator-Marketing, Toyota Kirloskar Motor, said “We aim to exceed our customers’ expectations, and create many more happy customers. Recently, Toyota laid down its global mission, called WAKU DOKI which is to provide ‘excitement’, ‘joy’ and ‘fun’ through its products. Here in India, I am pleased that TKM has decided to start motorsports in the same global direction with the Etios brand.”
RK Ramesh, General Manager Conversion & Accessories, said: “Motorsports is gaining popularity in India, commanding a growing audience among the young, educated and dynamic; the demographic that the Etios Brand also reaches out to. We would like to take this opportunity to promote motorsports in India through EMR and capitalise on our global motorsport heritage. The response we have received so far has been good and we are amazed at the fantastic young talent that has appeared for the driver auditions from across the country. I am sure once we are done with the training programme and the EMR Series we will have a few world-class drivers representing not only Toyota Motorsports but our country as well.”
Etios Motor Racing
The EMR will be supported by TRD (Tyota Racing Development), the corporate brand from the Toyota affiliate, Toyota Technocraft Co. Ltd. The EMR Trophy Series which is scheduled to be held in the second half of 2013 will be based on a one make racing championship platform with FIA qualified cars. The racing parts will be supplied by TRD and their technical expertise will be utilized throughout the series. Toyota also plans to work with Red Rooster Racing (International) Pvt. Ltd., Bangalore based Indian motorsport expert, to better understand the sport in India.
MRF (pioneer of motor racing in India) and DENSO (a Toyota affiliate that manufactures auto parts) will be associated as ‘Official Partners’ for EMR.
The young racers would be benefited by the Etios racing platform as it will help them to sharpen their skills and also train them to attain a competitive edge for their future in motorsports. The experts will mentor them. This series will help in bringing out the technological prowess of the manufacturer and the endurance levels of the Etios and the ‘fun to drive’ aspect of the vehicle.
For driver selection, online applications were open which recorded 3303 registrations. The first EMR camp just concluded after auditions in Pune, Delhi, Kolkata and Bangalore. The second and third camps which are scheduled for May-June will enable evaluators to arrive at the final line-up of 25 drivers.