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After delaying it plans by a few months, Toyota will mark its entry into the Indian mass car segment with the Etios Liva hatchback on June 27.
“The Etios Liva will be Toyota's foray into the highly popular premium hatchback segment. The company had earlier deferred the launch from April to June. The decision was taken to reduce the long waiting period resulting from the overwhelming response received for the Etios (sedan),” a company statement said.
The Japanese carmaker, which operates in India through a joint venture with the Kirloskar Group, had launched a sedan version of the Etios, in December last year. The car has been developed for emerging markets such as India and is key for the auto major which is looking to garner a large slice of the world's second fastest growing auto market.
Till before the Etios, Toyota Kirloskar had largely been a premium player with models such as the Corolla Altis, Camry, Fortuner and the Innova van.
“We have delivered more than 20,000 cars (Etios). We have successfully reduced the waiting period to less than a month by undertaking steps to increase production,” said Mr Sandeep Singh, Deputy MD, Marketing, Toyota Kirloskar Motor.
The company has also planned a TV ad campaign around the launch, which will feature music composed by the music maestro Mr A R Rahman.
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