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Originally Posted by GTO ...And Toyota India wants to further cut costs? God help this company. What "Toyota India" needs to do is think like "Toyota Global" and bring some truly international products here. Learn, Toyota, learn. See how Kia brought in a world-class product and has that 1 car outselling your entire portfolio! |
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Originally Posted by drmohitg ..Their biggest trump card till date has been the reliability over years of constant abuse on our roads. On the other hand Maruti is famous for its rattles.. |
Just about the only thing that Toyota has going for them in India is the reputation of quality and rock-solid reliability. My mechanic from the local FNG has told me numerous times to just close my eyes and buy an Innova or the Fortuner despite those cars being way out of my financial league. His justification was that I should man up and choose to pay for quality. He says that every time he pulls apart a Fortuner or an Innova, he is amazed by the quality of the components in those cars; which according to him is many light years ahead of those same components in a Maruti or a Hyundai or a Ford.
Now, it looks like Toyota is getting ready to burn the one bridge that they had with their customers. Bad decision absolutely. But, from a business point of view, I sadly understand their decision making. On the one hand is their brand image tied to good quality, while on the other, they are seeing that the only brand making any progress in this huge market is Maruti with their budget tin-cans. So, taking the budget route seems to be the only viable route to the Indian customer base. These are the times when the old adage of being true to oneself comes to mind. A Sehwag shouldn't try to be a Dravid and vice versa.
Oh well, I suppose time will tell how this plays out. As a customer, I just wish manufacturers took India and Indians seriously enough to give us good products at a reasonable price. But, that's wishing for the moon in the car business. So, I mostly stick to motorcycles.
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Originally Posted by navpreet318 ..In my opinion Toyota if at all it heads to the low cost model should keep it exclusively for the small cars. It shouldn't be replicated in its Innova and Fortuner segments....A low cost model will undermine that very USP. |
This will be tough for them to pull off without creating meaningful separation within the brand. But, it is not totally out of the realm of possibility; because Toyota Global has some experience with that.
About 15 years ago in the US, while they enjoyed an infallible reputation with middle-aged people and seniors, it was plain as day that Toyota's customer base was eroding as its core customers were advancing in age and gettting past their car buying years. Market surveys suggested to them that...
- ..the younger crowd viewed Toyotas as boring and lacking any driving excitement.
- ..the younger crowd viewed the car buying process as painful, what with there being numerous variants, endless haggles and pushy sales people!! Paradoxically, the elders seemed to enjoy this very process.
- ..there was the popular (and true??) perception that the car prices were deceptive in that the number advertised was typically for the bare bones variant without even basic creature comforts like power windows - add those features and the price suddenly went up by at least a few thousand dollars.
To combat the above perceptions, Toyota created a new brand called Scion. There were only 3 models. Each model had only one variant. Each model had a sticker price that was non-negotiable. It was like the super-market experience. You pick what you want and pay the price on the sticker and out you go with the reassurance that you paid the same as everyone else. No confusion. No hassle. Just the joy of driving. Super simple. So, the car buying process was nicely dumbed down for all of us back-benchers, while the ownership experience was proportionately enhanced.
Textbook theories aside, the beauty of the whole exercise was in its flawless execution. Toyota saw immediate results. Scions were instantly viewed as youthful and vibrant. Why? Well, maybe because they WERE youthful and vibrant (which the Camry clearly wasn't). More importantly, the Scion cars were seen as "not-a-Toyota" when it mattered. This despite the Scion TC having the engine as the "boring" Camry!!
All things considered, it was a brilliant marketing effort by Toyota. Where it suited them, they marketed Scion as a separate brand that did not share Toyota's boring DNA. But, when it came to talking about reliability, they successfully plugged the legendary reputation of the Camry as the parent vehicle of the TC. The Scion brand took off and had an eventful life before being sunset after it had served its purpose of having created a new customer base among the younger crowd.
Incidentally, the TC was a bit softly sprung for my liking - the pitch and roll was way too evident on canyon roads that I used to frequent. But, the TRD exhaust made some nice noises and the stick shift was cool from that scooped out driving position. All in all, it was a wonderful car that I enjoyed owning for a little while back there.