Toyota Yaris sedan will make way for the Yaris hatchback; aims more share in mass market category
In order to boost its sales and market stake in India, Toyota is revising its strategy in the country market. The Japanese car brand is focusing on mass market segment. As part of the revised strategy, the auto major is preparing to launch the Yaris sedan here very soon that will lock horns with rivals like Maruti Suzuki Ciaz, Hyundai Verna and Honda City.
Arrival of the Toyota Yaris sedan in India will make path for its premium hatchback sibling Yaris. This hatchback is based on the same platform as Yaris sedan and it will lock horns with rivals like Maruti Suzuki Baleno, Hyundai Elite i20. Despite having models like Etios Liva and Etios sedan in its portfolio, Toyota couldn’t fetch desired sales result with these cars.
Launching products like Yaris sedan and hatchback will help the brand not only to boost its domestic sales, but it will enhance the auto major’s market stake in India as well. Presently, Toyota holds less than 5% market share in India and a large chunk of that is attributed to the Innova Crysta MPV and Fortuner SUV. While several other companies are expanding their lineup with new models, Toyota couldn’t sit back.
Both the premium hatchback and midsize sedan category see a large number of sales number every month and Toyota is aiming to penetrate those categories as the brand is focusing on eliminating risks entering select segments that are profitable. In this case, we can assume to see both the Yaris sedan and hatchback at the 2018 New Delhi Auto Expo.
Apart from the Yaris sedan and hatchback, Toyota is also aiming to launch several other models in the country that include C-HR crossover, Vios sedan, Rush compact SUV, Avanza MPV etc. So far, it is clear that Toyota is emphasising on expanding its product lineup in India with cars at different price points and for different set of buyers.
Competitive pricing is certainly going to play a key role in the brand’s ambition to grow here. To achieve competitive pricing, we can expect Toyota to make cars with higher localisation. However, the brand is yet to reveal details regarding that and we hope to learn more soon.