It is Toyota’s turn to invade the mini SUV market. Following the success of Nissan Terrano, Renault Duster and Ford Eco Sport, Toyota too is coming up with a small SUV named Rush.
Rush has been successful in international markets including Malaysia. The Japanese automobile-maker plans to launch its mini SUV Rush and also a sedan called Vios in India. Both will be priced under the Rs 10 lakh bracket.
The Rush, which looks like a shrunk version of the Fortuner, can accommodate seven people. The vehicle comes with classy cabin finish and is loaded with luxuries. All the safety features such as ABS and airbags have been provided. Currently, the vehicle is not available in four wheel drive version. However, it comes with an automatic gear box version. Although the Rush comes with a 1.5 litre diesel engine in Malaysia, for its Indian avatar, the company is considering the 1.4 litre diesel engine from the Etios. The Vios, which is in the same league as the Innova, is being sold in the Asian market including Malaysia.
Grievances about the Etios lacking in finish will be put to rest with the Vios that comes with facilities, finish and beauty that match the Corolla’s. With these vehicles, Toyota will be looking to garner more market share in the Indian market. Its previous launches, the Etios in the entry level sedan segment and the Liva in the hatchback segment, fell short of Toyota-Kirloskar joint venture’s expectations of achieving a 10 per cent share of the Indian market.
The company’s current market share in India stands under 5 per cent and its Bidadi plant in Karnataka, with a capacity of producing 3.10 lakh units a year is underutilized. Apart from boosting sales, the company is also focusing on substantially increasing its capacity utilization at its Bidadi plant which is currently at 50 per cent, said Toyota Kirloskar Motor’s managing director Naomi Ishii.
Last year, Toyota Kirloskar Motors’ sales dropped by 9 per cent from 1.45 lakh units to 1.32 lakh units sold in 2013. That is a sharp drop from the 1.72 lakh units the company sold in 2012.
The company does not intend playing in the Rs 3-7 lakh segment that is currently dominated by players such as Maruti Suzuki and Hyundai that offer low-to-mid segment cars that come with latest technology, safety features and that meet the latest emission standards in the country, clarifies Ishii.
Therefore the company’s strategy is to focus on the higher income group by launching luxury sedans and SUVs. As the company draws its future plans for the Indian market, there seems to be a lot of opportunities here, added Ishii.
Ishii thinks that the Vios that is currently being sold internationally can be priced under Rs 10 lakh in India and it will compete with Hyundai Verna, Honda City and Maruti Suzuki Ciaz.