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Toyota Innova rides the Aamir wave, eyes sales of 42,000 units by Feb ’06

18-August-2005
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Toyota Innova rides the Aamir wave, eyes sales of 42,000 units by Feb ’06

Toyota Kirloskar Motor (TKM), which launched India’s first three-row seating passenger car – Toyota Innova – six months ago, has now roped in Aamir Khan to promote the brand in India.

The association is a strategic move to create awareness about brand Innova and reach larger audiences across the country. Khan’s charisma and mass appeal is aimed at driving home the core Innova values of perfection, innovation, versatility and performance.

Atusushi Toyoshima, Managing Director, TKM, said, “Innova is truly a model of the 21st century. The success of the vehicle is a confirmation of the belief that the Indian auto industry has matured and customers want global products. This new-generation vehicle provides performance, versatility, innovative comfort and perfect luxury, which are at par with customer requirements internationally. Likewise, Aamir as an actor stands for all the core values of the brand. He is a perfectionist who innovates, exhibits versatility and is a wonderful performer – just like the Innova, which has brought in both Multi Purpose Vehicle (MPV) and passenger car customers into its fold.”

Globally, Toyota has rarely used celebrities as brand ambassadors, and Khan is one of the few celebrities to be associated with brand Toyota. He will soon promote Innova through media campaigns and ground promotion activities.

Khan will be an integral part of the second phase of the Toyota Innova’s penetration across India to increase market leadership. He will be at the forefront of key marketing activities.

Innova claims to have re-defined the Indian automobile market by becoming the largest selling model in the mid-size sedan and above category. Since its launch, Innova has achieved sales of 18,000 units, thus achieving a top slot across MPV, mid-size sedan and sedan categories during the same period.

Innova is the result of Toyota’s unique IMV project that has broken new grounds in the way automobiles are created. The project represents a new formula for automotive manufacturing on a global scale to meet 21st century customer needs.

The IMV project started with the idea of making a car that can satisfy the needs of customers all over the world. Innova is the first generation vehicle on the IMV platform. It is built in 10 countries, including India, across three continents – Asia, Africa and South America.

Commenting on Innova’s success, K K Swamy, Deputy Managing Director, TKM, said, “Innova is a category creator in India as it addresses the contrasting needs of customers offering space with style, sophistication with reliability, elegance with sturdiness in one car. As a result, you get sedan like comfort in MPV like utility.”

In India, Toyota has introduced five different variants of Innova in 2 litre petrol and 2.5 litre diesel in seven colours, of which 90 per cent sales are recorded for diesel cars, while 10 per cent is for the petrol version. Toyota is targeting sales of 42,000 units of Innova at the completion of one year.

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