Focus: Toyota

Toyota, the brand synonymous with quality, has become the nightmare for US car manufacturers (read: GM, Ford) lately who are reeling under the pressure from Japanese competition in their own soil. The situation is no different in India where Toyota is creating its own market space. I believe Toyota is the only foreign car manufacturer in India whose line up of cars has raked in the moolah in an otherwise conservative country. And one has to admit that Toyota's brand name has the highest recall among auto enthusiasts in India and it just about launches the next big thing every time one doubts about its market share.

Take the case of Qualis for example. Even I was skeptic and a little sad that Toyota's first real offering in India was a match-box type, outdated model that looked awry. But history has it that Qualis was able to get the market share in no time and Tata's Sumo felt the pinch. Toyota Qualis was considered first among fleet owners and it became famous especially when call centers piled them in their offices to commute their employees (even my company sports one!)

And now Toyota has slowly phased out Qualis and has in place another winner in the name of Innova (India's first three-row seating passenger car). It offers the best of space, design and comfort with stylish interiors and can comfortably seat 7 or 8 passengers and comes at Rs. 6.69 lacs for its base model.

And if you think Toyota cars don't look sexy, just think of Corolla and Camry, the sexiest looking cars in their classes. Toyota has also recently launched its world famous Land Cruiser Prado in India with a price tag of Rs. 36 lacs.

Toyota has a JV partner in India in the name of Kirloskar Motors and they have been pretty aggressive in expanding their retail base across India.

Bottom line: Toyota doesn't believe in extravagance and it loads just the essential features in its cars, which sell like hot chocolate candies.

PS: I have just dotted down what I know of Toyota and am planning such write-ups for every major car manufacturer in India. As usual, feel free to comment, criticize, or give valuable advice.