Toyota has always dominated the space it existed. Be it the premium sedan category with Corolla or the MUV space with Innova. Even its unexpected success child Fortuner has created a niche for itself; with a waiting period of almost 6 months – it has just altered the way Industry works. No-one ever saw such a huge demand for a 20-odd lakh SUV (which was already dominated by the likes of Captiva, Fortuner and CR-V). Although its Camry didn’t do great numbers, still it has a own fan following.
Along the years; Toyota has carved an unique recognition for itself – QUALITY. This is something that infuses fear amongst its competitors. Toyota has the potential to hit big in the market. And I say Toyota has taken a well thought-out strategy; i.e. understood the market well, created a name for itself, built a whole bunch of well-established dealers and most important of all – tuned itself according to the market requirements.
Now is the time Toyota needs to strike hard and without any flaw!!! They need to be well prepared for a long-run in this ever competitive mass market (which has the presence of the mighty Maruti to VW; from emerging Ford to reigning Hyundai). Toyota with its agency Dentsu has launched its communication of Q Promise. The most vital link in the Etios gameplan is the Toyota dealer. The company has raised the number of dealers from 40 to 60 and the number of sale and service points from 82 to 150 in the last two years.
Toyota has a great time till now. The conversion of footfalls in Toyota dealerships is 32 per cent, way above the industry average of 20 per cent. It is due to the rigorous training of the Manpower – “Training is done to everybody in the dealership, even the doorman and the also attendant who serves tea!!”. Toyota spent the whole of 2007 researching the Indian market. Teams met different customers groups: Young people, old, single, married etc. Dealers were taken on board to get their feedback. In early 2008, Toyota finally said it would go ahead with the car. Since then, Narita Ke, the chief engineer of the Etios, has made innumerable trips to India, and lived with families here to understand their habits and needs. He observed, for instance, that all Indians are in a hurry to take off as soon as the traffic signal turns green; they therefore need that additional pick up. Similarly, a car has to be easy to park. Indians often accommodate three passengers on the back seat; so it is essential to give good comfort towards the rear of the car. The Etios, which has been developed in Japan, will “give a very good driving experience, very good space, high ground clearance and best-in-class fuel efficiency,” says Singh.
Toyota has a lot in stakes with this product. they have indigeniously designed Etios keeping the Indian market in mind – pretty evident from the Etios logo!! The Sedan is all ready to be launched on December this year and the hatchback by March’2011. While Toyota is unraveling its intentions; we auto enthusiasts can just wait and hope for the best J
source: business standard
The segment which was always dominated by the Bajaj’s and the Munjal’s saw the entry of another Indian Business House – Mahindra’s!!! Mahindra’s foray into the 2-wheeler segment was like a whirlwind. Firstly Mahindra bought an Italian Engine and Design boutique firm Engines Engineering in 2008, and later acquired Kinetic Engineering Limited’s two wheeler business which displayed Mahindra’s seriousness in 2-wheelers business. Even their Mojo has been inspired from Malaguti MR250 (Design of Engines Engineering).
World class Italian design, raw power, adrenaline and speed. India’s bikers can look forward to all this and much more as Mahindra 2 Wheelers’ Stallio and Mojo motorcycles made their debut at a high voltage launch in Mumbai on September 30.
The Two Wheeler Sector of Mahindra aims to design and market a full range of scooters and motorcycles for the Indian and global markets, thus establishing a robust and end-to-end two-wheeler business in every segment of the industry.
“In the last twelve months Mahindra 2 Wheelers has achieved a milestone by registering a sale of 1.5 lac units – a clear validation of the success of our niche PowerScooters strategy. We are now all geared up to redefine the biking experience in India with the Stallio and the Mojo which are a potent blend of global technology and innovation and will take the category to the next level,” said Mr. Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group.
Available in red and black with decal customisation options
Maruti Suzuki is all set to bring their new edition of Swift in the early 2011. Maruti was facing a tough time before Swift’s presence. Swift gave Maruti a stronghold in B-segment and recently has even made itself the most Aspirational Car in the category (Frost & Sullivan Award).
- The most popular of all – Xylo. Mahindra had always been a fore-runner in using World Wide Web. Even the launch of Scorpio was said to be one of the best online launches in Indian Automotive History. And they bettered with Xylo; it had created an immense impact and curiosity among customers and gathered millions of clicks on its website. XYLO had also generated tremendous interest among bloggers and auto enthusiasts in the online world.
- Recently Bajaj also tried capturing online audiences with the ads of the launch of their new website mypulsar.com which is one of its kind Experiential Website. It is India’s first website that completely shot in video. The website is uniquely designed in 3D video version that takes the visitor’s virtual experience of the brand to the next level. The website brings unique experience to users by using the latest in video and web technology.
- In international scene, 2 wonderful examples for similar creative ideas would be:
Today morning was full of surprises for Times of India readers in Delhi, Mumbai, Bengaluru and Pune. It wasn’t due to any shocking news but a well thought and deliberated advertisement!!! And whats the return of this huge marketing spend and hoopla? I say it’s getting noticed and for good. Indians have a conservative mindset and are reluctant to try anything that’s new or un-tested. This made Volkswagen adapt a wide-spread marketing blitz right from its entry into the Indian market.
Way to go VW J
Skoda Auto is all set to enter the first of its kind “Compact-SUV” segment with its Yeti. As the name suggests Yeti is something novel in its category, all set to revolutionize a new category by itself. Last year we saw the sudden upsurge of high-end SUV’s such as Fortuner, Captiva. Be ready to witness the beginning of the so called compactness within the SUV segment. Skoda Auto is fully confident on its product as its cater to both city and off-road conditions. This part of the market was dominated by the likes of Scorpio for the value conscious customers, but the real competition would start now. Even Mitsubishi is planning to bring its Mini Outlander (also known as the RVR).
This segment was first exploited by our very own Indian company Premier Motors by its product Rio. This phenomena of Urban Crossover concept is catching well within the automobile manufacturers and I’m sure that we gonna see a slew of similar launches within the next year.
As per the reviews, Skoda’s Yeti seems to be a promising new car:
Wishing it all the best!!!
Maruti Suzuki Alto K10 becomes India’s fastest selling car by selling 20 thousand units in just 40 days. Its predecessor Alto had managed a euphoric figure of 27,639 units during the month of July’2010 and sold a consolidated number of 28,000 units during August. The Alto K10 has striked at the right time, when Maruti needed it the most.
Maruti Suzuki is now expecting 30,000 sales per month, after witnessing such terrific response. But that’s not all, people with knowledge about the industry are speculating 40,000 units per month if the company somehow managed to work its way around its capacity constraints. The car sold a whopping 2,40,000 units last year. With the way K10 sales figures are soaring, I’m sure that K10 will be one of the best sequel story in Maruti’s stable.