New Delhi, June 27: Japanese automobile giant Toyota Motor today launched its first hatchback car for the Indian market, Etios Liva.
Priced between 3.99 and 5.99 lac rupees, it is setting a competitive tone for its foray into the popular small car segment.
Carrying the motto, “Live Tomorrow Today”, Liva hopes to lure the youth with its sporty design and two-tone interiors.
“All our products are doing very well. So, is Etios sedan when it was launched,” said Sandeep Singh, Deputy Managing Director (Marketing), Toyota Kirloskar Motor.
“We believe Liva will storm the market and customer will give big response and repose confidence in us,” he added.
When asked for the speculations over possible market slowdown in the light of hike in commodity prices, Singh replied: “Commodity price rise will have no impact on us. We are already observing a soaring demand for Etios sedan”
The Etios sedan, which entered the market last December, has sold over 20,000 units, as of May. This has raised hopes of Toyota that Liva will catapult it among top carmakers in India.
It expects to double its sales volumes from 75,000 to 140,000 units in 2011 on the back of Etios sedan and the Liva.
Liva is a fuel-efficient car offering the best in class mileage of 18 km/litre.
Toyota had earlier deferred its launch from April to June, as it faced supply disruptions following the March 11 earthquake in Japan.
To keep costs low, the Etios sedan and Liva have 70 percent local production.
Toyota is now setting up an engine plant in India, with a capacity of 100,000 units annually by 2012.
Toyota’s marketing chain of 158 dealers will also be increased to 170 to meet the projected growth in sales of Liva.
Liva is positioned against hatchbacks of market leaders Maruti Suzuki and Hyundai Motors, and is set to unleash a price war among them. It is being seen as a game changer in the segment.