It is Toyota’s largest selling brand in India which was launched in 2005 to replace the Qualis.
Monthly sales of the Innova average about 5,000 units in a market where automobile sales have been on the wane for some months now. Yet, Sandeep Singh, Deputy MD and Chief Operating Officer of Toyota’s India arm, believes that the Innova will hold its own in an increasingly competitive scenario.
And this belief does not just stem from the new facelift version launched on Saturday. Singh is particularly pleased that Innova sales average 40 per cent of Toyota’s volumes across its new dealerships coming up in smaller cities and towns, fashionably referred to as Bharat.
This retail expansion was primarily intended to make the company’s Etios and Liva models accessible to more buyers across India. These cars are typically in the Rs 5-8 lakh bracket, and targeted at entry-level buyers, but it is the more expensive Innova (Rs 12-15 lakh) that continues to be the biggest draw in some of these centres.
“It only proves the point that it is a brand that makes a strong connect with customers across the country,” says Singh. Toyota has targeted corporates and large families as the key customer base for the Innova but there is still a reasonable chunk that finds its way into the taxi segment. Ironically, it was for this very reason that the Qualis was replaced even though it was going strong in the multipurpose vehicle (MPV) segment.
The taxi association was something that Toyota perhaps hoped would change with the Innova but it is still a favourite with fleet operators. The profile of this user segment has also changed over the years with new airports and hotels fuelling demand for premium taxis. In the process, this product category has ended up becoming more fashionable compared to the downmarket perception in the not-so-distant past. As a result, Toyota has its Etios in the premium cab markets of Mumbai, Delhi and Bangalore.
The MPV space is seeing a lot of intense activity with new models such as the Maruti Ertiga, priced at Rs 6-9 lakh, clocking good volumes. Competition is also coming in from SUVs like the Ford EcoSport and Renault Duster. Honda is also tipped to launch an MPV during the course of the following year which will only intensify the tug-of-war.
Singh is unfazed by the growing list of entrants. While indicating that Toyota has no plans of competing in the lower price segment, he says the Innova is still in a class of its own. “Our customers are a happy lot and extremely loyal to the brand,” he adds.
The Innova facelift launched on Saturday has a host of features which include a new front grille, chrome-lined fog lamps and a sporty rear spoiler. The changed interiors have wood for the gear knob, dashboard and the armrest panel.