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Toyota launches 6th generation Camry, eyes 10 per cent market share by 2010

10-March-2006
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Toyota launches 6th generation Camry, eyes 10 per cent market share by 2010

Toyota Kirloskar Motor has launched the 6th generation Camry in India after its global debut in Detroit and Japan early this year. The new Camry is priced at Rs 19.83 lakh and Rs 21.45 lakh for two variant models. The two models are expensive by nearly Rs 2 lakh than the previous models.

“The new Camry brings the best of global motoring experience to Indian customers. With the new Camry, we are entering an uncharterd segment in Sedan,” said Vikram Kirloskar, Vice Chairman, Toyota Kirloskar Motor.

Camry is the highest selling import car in India. So far, Toyota has sold 10 million units of Camry in more than 100 countries. After the first launch of the sedan in 2002 in India, the company had made a minor change 2004.

“The company is eying 10 per cent market share in India by 2010 and is expecting 56,000 units sale in the current calender year,” KK Swamy, Deputy Managing Director, Toyota Kirloskar Motor, said. At present, the company has a market share of 4 per cent with 40,000 units being sold in 2005.

“The new Camry is being imported as a Completely Built Unit (CBU) and will be available for sale through all Toyota dealerships across India starting from March 2006,” Swamy added.

Toyota has a plant in India at Bangalore with a capacity of 60,000 units. The plant currently assembles Corolla and Toyota for domestic consumption only. The automobile major is currently weighing various options for another plant in India.

Speaking about the marketing strategy for the new sedan, Toyohiko Ino, Director, Marketing groups, Toyota Kirloskar, said, “We will endeavour to successfully communicate the message ‘Beyond Excellence’ to our targeted customers. Because it is a high-end car, hence, we won’t be focusing on TVCs. We will rather concentrate on print advertisements and direct marketing strategy.”

At present, Dentsu handles both creative and media accounts of Toyota.

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