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TOYOTA ANNUAL REPORT 2010 10
0
1,000
2,000
3,000
4,000
housands of units）
2012
2,500
2009
1,900
2010
2,150
FY 2008
1,989
2015
3,500
630
630
590
590
570570
550550
413413
376
376
3,0003,000
1,1501,150
2011
355
295
254
236 265 350
300
253
0
100
200
300
400
（Thousands of units）
2012
(5.7%)
2009 2010
FY 2008
(2.6%)
2015
(10%)
2011
Commercial vehicles Others B-segment sedans
B-segment hatchbacks A-segment OthersForiuner
Etios/Etios Liva Innova Corolla
（Data compiled by TMC） （Data compiled by TMC
Note: Figures in parentheses indicate market share.
In recent years, the compact car market has been expanding rapidly, primarily in developing nations.
This trend is also true in India, as customer demands for affordably priced, convenient vehicles are
increasing by the day. Amid the rapid economic development of the past several years, India’s middle
class has grown significantly, from 8% of households earning between 200 thousand and 1 million
rupees in scal 2005 to 13% of households earning the same amount in scal 2009. One consequence
of this trend was the sale of 2.27 million new vehicles in India in 2009, a 14% increase compared with
the previous year. To achieve growth in the fast-growing Indian market, Toyota engineers personally
conducted market research to review function and performance from a local perspective. The new
compact car Etios is the result of these e󰮏orts.
In the Indian market in the second half of 2008, automotive manufacturers launched new models
in the B-segment (subcompact), increasing the percentage of this segment in the passenger
vehicle market. As a class of vehicles positioned to attract new customers, B-segment or smaller
vehicles are expected to continue to play an important role in the market.
　Toyota has established an image as a top-name brand in India because of our achievement of
advanced levels of quality, durability and reliability (QDR) with models such as the Corolla, Camry,
Innova, Fortuner and Land Cruiser. However, until now, Toyota did not offer entry-level vehicles
for Indian customers. This was what led to Toyota’s development of a compact vehicle that
sought to provide high QDR standards at an affordable price.
Development of New Compact Car Etios
Toyota’s Position in the Indian Market
Developing Products from the Customer’s Perspective
in India’s High-Growth Market
Toyota began introducing compact strategic vehicles into the Indian market in 2006, which were
developed specifically for India rather than adapting existing global models for the Indian market.
Based on the concept of providing an a󰮏ordably priced vehicle that meets the demands of the Indian
market, Toyota made painstaking efforts to understand local needs from the customers’ perspective
and provide optimal products at an appropriate price in an attempt to increase demand.
　While thoroughly pursuing Toyota’s high QDR global standards regarding the strength and reliability
of the basic performance aspects of “go, turn and stop,” we traveled around India, listening carefully to
customer concerns with respect to sound and ride comfort, ease of operation and other performance-
related areas, as well as the practicality of vehicle functions and equipment, in an effort to fully
understand customer needs.
　At the same time, at the development stage, we made an effort to put our
Genchi Genbutsu
(on-site, hands-on experience) principles into practice by placing a priority on examining materials
that can be procured locally and adopting structures
and construction methods that are compatible with
local production technology. The application of
Genchi
Genbutsu
is not limited to India; this is how Toyota
establishes solid positions in countries throughout
the world. Etios is a newly developed compact vehicle
in line with Toyota’s global strategy. The knowledge
gained through the application of
Genchi Genbutsu
in
India will be utilized by Toyota in other projects around
the world.
Meticulous Adherence to Customer Perspective and
Genchi Genbutsu
Etios (Hatchback)
Financial Section
Investor Information
Corporate Information
Consolidated
Performance Highlights
Business Overview
Special Feature
Top Messages Special Feature
Special Feature
Reforging Bonds of Trust