Toyota to Launch Lexus in India

Toyota created the Lexus brand in 1989 and has majorly targeted US market and only came to Europe in the first half of the last decade. Lexus is headquartered in Toyota City, Japan, with major operational centers in Brussels, Belgium, and Torrance, California, United States. This marquee has a character and an appeal of its own. The first Lexus models were based on German marques with flawless engineering and tremendous attentions to car details. From the past few years, Lexus has carved out a design language of its own. Lexus has features coupled both in terms of luxury and performance with prestige on one hand and style on other. It has sedan, coupé, convertible, and SUV models.

Toyota motor Corporation Executive Vice President Yukitoshi Funo confirmed company had taken decision to enter the Indian luxury car market and launch Lexus in India with its affiliate Toyota Kirloskar Motor Ltd. by 2013. Company has now moving to work out details on relevant models and operations. By 2012 Toyota will add capacity to its existing plants in India to around 210,000 units per year and by 2013 output at its two units at Bidadi near Bangalore will be enhanced to 310,000 units. The bulk of this volume will be met by Etios Liva twins and Corolla. Toyota has also future plans to give Innova a whole new makeover in early 2012 while the Foruner SUV will get an automatic transmission. Camry which is presently
sold under the CBU route will now be assembled in India. Presently TKML (Toyota Kirloskar Motor Ltd.) makes transmissions for IMV programme worldwide, while engines come in from Toyota plants in Thailand and Japan. Research to bring Lexus in India revealed that there was more awareness for the brand among its Indian core customer segment as compared to Japan. As a
part of new strength to strength operating strategy, company will ensure that TKML has also to grab a larger pie of Indian car market from its present 5 percent share. As company believes Lexus to be a completely separate standalone brand so an exclusive sales channel would be in place for Lexus. Present design of Lexus consist of LFA midfront engine and rear wheel driven supercharge having potential of super speed of 320kmph. Lexus has been advertised to luxury consumers using specific marketing strategies. Presumably only 500 vehicles are to be produced in India but LS600H Saloon is to compete Mercedes S-class and Audi-8 like GS450H, RX450H SUV, IS-F compact sedan, CT-200H and GS250 series. Big challenge for Lexus in India would be lack of diesel engines for these models. The IS200D will only be with diesel engine. Nevertheless, Lexus will be one of the world’s best petrol hybrid.

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