Official Press release
Toyota Kirloskar Motor (TKM) today announced its entry into the popular hatchback segment in India, with the launch of Etios Liva. Etios sedan and the hatchback Etios Liva – built on the same platform – have been specifically developed for the Indian customers. Etios Liva inherits its name from its sedan, Etios.
The word Liva has been coined from the dynamic and positive terms – Lively and Live life to the fullest – which reflect the spirit and image of the car. It is targeted at today’s youth whose spirit and belief is translated into the advertising line for Etios Liva -“LIV TMRRW 2DAY”.
Tagged – ‘Q Class Hatch’ – Etios Liva is stylishly designed and portrays a youthful and sporty image. Etios Liva will carry forward the ‘Q’ Class experience from Etios and will offer Toyota’s legendary QDR standard – Quality, Durability and Reliability at an affordable price.
Etios Liva will be available in four variants, J, G, V and VX, competitively priced between Rs. 3.99 Lakhs and Rs. 5.99 Lakhs ex-showroom Delhi. The product highlights include youthful and sporty design, best-in-class cabin space, superior ride comfort and best-in-class fuel efficiency.
Etios Liva was launched by Mr. Hiroji Onishi, (President, Toyota Motor Asia Pacific, Marketing and Sales) in the presence of Mr. Vikram Kirloskar (Vice Chairman, TKM), Mr. Hiroshi Nakagawa (Managing Director, TKM), Mr. Sandeep Singh (Deputy Managing Director-Marketing, TKM) and Mr. Yoshinori Noritake, (Chief Engineer of the Etios and Etios Liva, Toyota Motor Corporation).
Commenting on the launch of the Etios Liva, Mr. Hiroji Onishi, President, TMAP, Marketing and Sales said: “India is an integral part of our global growth strategy. The Etios project is a milestone not only for Toyota in India but for Toyota globally.
The Etios Liva has been designed focusing on the Indian customer’s aspirations, tastes and preferences that were gathered, studied and understood through extensive research. We are delighted by the overwhelming response received by the Etios customers. The Etios has been well accepted by our customers. We hope the Etios Liva will further reinforce the Toyota brand in India, making Toyota a household name.”
Mr. Vikram Kirloskar, Vice Chairman, TKM, said “The Etios project is the first of its kind not for TKM alone, but also for Toyota across the globe. The key to this project, is to make TKM self sufficient by increasing the level of localization. As announced earlier, we plan to locally produce engines and transmissions at Toyota Kirloskar Auto Parts, in the third quarter of 2012.
This will help us increase the local parts content in the Etios and further contribute to the social and economic growth, by enhancing self sufficiency, generating employment and expanding operations in India. Localization will further help us develop our suppliers and facilitate them to meet global standards of production. It will also generate employment and provide opportunity for expansion and growth, further strengthening our supplier base in India.”
Speaking on the occasion, Mr. Hiroshi Nakagawa, MD, TKM, said “I would like to take this opportunity to thank all our Etios customers. After the good response received by the Etios, we further expanded our production in order to cater to the huge demand. The annual production capacity will be increased to 2,10,000 units by the second quarter of 2012.
In line with our ‘customer first philosophy’, we wish to keep our customers happy and satisfied by understanding the customer’s preferences and enhancing the product by incorporating their feedback. With the Etios Liva we have now entered the mass volume segment. Toyota vehicles are now available to all aspirational buyers in the middle income group.
At Toyota, we truly believe in growing with the society. We wish to sell many more vehicles and contribute to the growth of the Indian automobile industry. Entering into the mass volume segment will help us realize this aim.”
Mr. Yoshinori Noritake, Chief Engineer of Etios and Etios Liva said “With the Etios Liva, we aspire to offer the best suited car for the Indian customer at an affordable price, while providing a vehicle that is “one class above”. After interviewing and studying the customer preferences in India, we found, the need for affordably priced, quality cars was constantly growing.
We first observed various aspects that were sought after by the customer and then enhanced the features and performance aspects that were truly needed while doing away with the excessive design elements.
The stylish, sporty and trendy Etios Liva has been designed to appeal to today’s youth. We have also added style by offering aero kits with front, rear and side skirt that is sure to make heads turn. The sporty steering wheel, instrument panel -designed to give a aircraft cockpit image, a premium audio system, audio system with Aux in, USB and a wireless remote adds on to the fun, youthful and sporty image of the car.”
Talking about the Etios Sales and Marketing strategy in India, Sandeep Singh, DMD-Marketing, TKM, said “ The marketing campaign for the Etios Liva is exciting, innovative and abreast with the latest marketing tools, digital initiatives and promotions. Promotional activities targeting the youth have been planned in the popular youth hangouts like malls, pubs and also in colleges. Music maestro A R Rahman, the Brand Ambassador for Etios and Etios Liva has composed a special tune for Etios Liva ad campaign. He will also feature in a trendy music video.
The music composed by Rahman, captures the spirit of today’s youth and the sporty image of Etios Liva – “Bari Hamari Hai” (Its our turn now). Watch out for Rahman’s Etios Liva tune in the TV commercial and the music video on your television screens starting today. It is also available on our website www.toyotaetiosliva.in and www.toyotabharat.com.
We have more than 20,000 happy Etios customers across the nation. Etios has been received well and appreciated by our customers. The sale for Etios was overwhelming, as we sold more than we actually planned. We have brought down the waiting period to less than a month by increasing the production. We look forward to serving more and more customers with Etios Liva and hope that we continue to delight our customers with the Q Class experience.
Etios Liva will go on sale and is on display at all our dealerships starting today. We currently have 158 dealerships and will expand our dealer network to 175 by the end of this year. We aim to come closer to our customers and help them avail the best of Toyota’s “Q” Class Service. ”
