Success story of Etios twins

The world’s largest car manufacturer Toyota Motors has been fighting a losing battle until recently. The auto giant, which has been basking in glory of success with Toyota Qualis, Toyota Innova and its impressive line-up of sedans is enlightened a little too late. The realisation came when all the auto manufacturers are leading past the auto major at a remarkable pace adapting to the situation more quickly than our subject. Hyundai Motors for example has grown exponentially in the country in its 13 year presence. It is the small car market, which has helped the car manufacturer to grow beyond its expectations. Maruti India on the other hand is no less a competitor and Maruti Swift is the live example to prove the importance of a hatchback.

Hatchbacks make up for no less than 60% in the car industry and are still in evergreen demand. Better late than never rightfully applies to Toyota India, which instead of continuing to cling to the premium segment cars has stepped down a notch lower to target the lower segment markets for a while. Toyota Etios sedan and the Etios Liva are the examples we have right in front of our eyes. The success story of the cars needn’t be repeated once again. Observing the success of Ford Figo which leads the hatchback segment sales after Maruti Swift at mere Rs 3.69 lakhs price tag, Toyota India has launched the Liva hatch at Rs 4.11 lakhs for the base variant. Despite being exceptionally well conceptualised cars, the Etios twins were unable to heat up the market as hoped.Toyota India had been betting high that the brand value and the low price will work the wonders as far as sales are concerned. But, this had been only partially true. The untimely petrol price revisions have stripped the auto major of its hopes. This time, the auto major is back with the bang with a diesel heart. Know what, the strategy did work this time. With a 1.4 L diesel engine and 24 kmpl mileage, Liva diesel hatchback is everything a car enthusiast might dream for. The diesel Liva was launched at Rs 5.45 lakhs.

Maintaining the Toyota standards even in the low cost models, though a slight rundown in terms of the interiors of the car, there was literally a turn around in sales for Toyota India to mark 140,000 units overall sales for 2011 and is expected to double by next year. The Toyota twins have contributed to the overwhelming sales with 40,000 sales and another 12,000 units in the queue. The Toyota Etios sedan is no less on the other hand. For the sedan fans, the Etios was an outright choice with an economic price tag of Rs 6.32 lakhs for the base diesel variant.The Toyota dealerships are another key factor to work miracles for the manufacturer. Like most car manufacturers than many, Toyota India believes strong networking is the foundation for delivering top results. The dealership including the service points count is expected to reach 150 in number from 82 and hopes to increase it to 175 by 2013. Moreover, Toyota India is the only car manufacturer to risk the hike on their car models for three times during the year, with latest revision of upto 1.5% in October despite the slow car market. Other car manufacturers on the other hand like Maruti India and Hyundai Motors are left strategizing on implementing the price revisions. Hence, all’s well that ends well is once again applicable none other than Toyota India.