The Etios has catapulted India to a prominent position in the Toyota global map.

“India is one of Toyota's key operations in the Asia-Pacific belt. In sales and service, we have put in the latest technology and skills which gives the country a leading position in this region,” Mr Hiroshi Nakagawa, Managing Director of Toyota Kirloskar Motor, told Business Line .

The ‘Etios Effect', as he puts it, has played a key role in the modernisation of the company's retail systems. As a result, dealers from other Toyota regions have been observing the India story with great interest. It is in this context that Mr Nakagawa says the operations here should ideally become the core of Toyota worldwide.

Mr Sandeep Singh, Deputy Managing Director (Marketing), says the Etios has become a game-changer for Toyota in India both from the viewpoint of product and marketing.

“It has been a great experience and India will play a big role in the way we carry this learning to other parts of the world. The key is to share one's best practices and experiences elsewhere,” he adds.

Prior to the Etios, India did not quite enjoy this pride of place within Toyota in the Asia-Pacific region. Thailand and Indonesia were always ahead as production hubs and the IMV (innovative international multipurpose vehicle) project only cemented this position for many years. This was till the Etios was conceived and the Japanese automaker decided that India would be the launch pad for this car.

“Our Toyota people who keep coming here from across the world are amazed to see how the company, which has been selling top-end products like the Corolla and Innova, has changed and adapted itself to the new challenge with the Etios,” Mr Singh says.

The sedan was out first but it is the hatchback Liva that is expected to generate the volumes while taking on market leader, Maruti-Suzuki.

Brazil is the next stop for the Etios and Mr Nakagawa believes that this is yet another step in establishing India's role as an ‘elder brother' in sharing its knowledge and experience.

“Through each of these actions and business expansions, India will become the core country of global Toyota. We can send our employees to Brazil and other emerging countries,” he says.

For the moment, however, the company is tight-lipped on what these new geographies are likely to be. Thailand could be a contender for the Etios in its Eco Car project though the buzz is that this will be a completely different model. Likewise, Indonesia could see Toyota and Daihatsu teaming up for a mini-car.

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